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30 D55im0 fi 



3 LIB^Y 

Digitized by the Internet Archive 

in 2013 

40c • copy 


We do our 
best advertising 



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Industry turmoil and 
consequent switching 
in agencies could lead 
to more video billings 

Page 27 

The best advertising for KPRC-TV, 

The Houston Television Station 

is done on Houston's television screens. 

That's where performance records are 

really written. You'll get your own 

testimonial on the benefits 

of Quality Salesmanship. The sure, 

trouble-free and economical operation 

will delight both you and your 

advertising budget. 

Ask your 
Petry man 
for ft now 

^m Edward Petry & Co. 

National Representatives 


Closing the 
basic research 
gap— Step one 

Page 30 

Radio soft 
sell sells 
hard shell 

Page 32 

The Unexpected 
Return Of The 
Sponsor's Wife 

Page 34 


-1 „ Wf ma <•*! ,„ «,- > 

■ *&&&$*> 

:„vy •■ vti 

££- T. at? IP * g"""'. .W * 


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a/7f/ Evenings, from 6:00 to Midnight, 

MOST Rochester TV Homes Tune To CHANNEL 10 


9 out of 10 
of Rochester's Top 
Favorite Shows Are 
Carried Over "10" 

ifc Nielsen Rochester Survey; April, 1961 


BOTH Surveys 
Give Us TOP 
Evening Ratings 

** Nielsen, April; ARB, March, 1961 






, N.Y. 





1 FAfl? 

■ lBVM 

WPEN was the first radio station in Philadelphia to editorialize 
on the air. We started two years ago . . . and we are delighted to welcome 
other local stations who are now following our lead. Editorials on various 
subjects are broadcast nine times daily. We are not afraid to stand up and be 
counted on the vital issues of the day. The origination of this fighting policy 
by WPEN and its tremendous acceptance is further evidence that Philadelphia 
looks to WPEN for radio leadership. 



SPONSOR • 3 JULY 1961 

It's packed! 

And it's 
the one 
and only 


Out late July 

© Vol. 15, No. 27 • 3 JULY 1961 




Will tv gain from beauty aid fever? 

Industry turmoil in new-product marketing points way to vigorous cos- 
metic ad campaigns, could mean more billings for network and spot 

Closing the research gap — step one 

30 Two-year project conducted at Penn State finds (1) closed circuit tv 
effective for testing (2) , commercials best tested in a matching medium 

Radio soft sell sells hard shell 

32 Veteran sea food canner, after years of unsuccessful print ads, chalks 
up 60% sales increase as result of 13-week radio buy in New York area 

Return of the sponsor's wife 

34 Or, the short but happy exile of Adman Barlow Fields, who found her (1) 
in a tropical paradise, (2) in a bar, and (3) in a floppy rattan sombrero 

Face is same but name is new 

36 First to rep tv stations exclusively, CBS TV Spot Sales drops an old and 
honored term. It's now CBS Television Stations National Sales. Here's why 

Fm brings quick green returns for greenhouse 

37 A Portland, Me., fm'er proves itself potent in moving off-beat goods like 
expensive tropical plants for over-stocked greenhouse in short order 

Local special gets royal sendoff 

38 Certified Grocers co-op chain puts over new product, ups store traffic 
with heavily-merchandised tv special; promo includes tv, radio, print 

NEWS: Sponsor-Week 7, Sponsor-Scope 21, Spot Buys 51, Sponsor- 
Week Wrap-Up 54, Washington Week 57, Film-Scope 58, Sponsor Hears 60, 
Tv and Radio Newsmakers 66 

DEPARTMENTS: Commercial Commentary 14, 49th and 
Madison 18, Tv Basics & Comparagraph 39, Sponsor Asks 46, Reps at Work 
48„ Seller's Viewpoint 67, Sponsor Speaks 68, Ten-Second Spots 68 

Officers: editor and publisher, Norman R. Glenn; executive vice presi- 
dent, Bernard Piatt; vice president and assistant publisher, Arnold Alpert; 
secretary-treasurer, Elaine Couper Glenn. 

Editorial: executive editor, John E. McMillin; news editor. Ben Bodec; 
managing editor, Alfred J. Jaffe; midwest editor Gwen Smart; assistant news 
editor, Heyward Ehrlich; associate editors, Jack Lindrup, Ben Sef), Ruth 
Schlanger, Diane S. Sokolow, Lauren Libow; columnist, Joe Csida; art editor, 
Maury Kurtz; production editor, Frances Giustra; editorial research, Carole 

Advertising: assistant sales manager, IFillard Dougherty; southern man- 
ager, Herbert M. Martin. Jr.; midwest manager, Paul Blair; western manager, 
George G. Dietrich, Jr.; sales service/production, Shirley S. Allison, Barbara 

Circulation: Jack Raym'in, Kathryn O'Connell ; Readers Service, Gail 

Administrative: office manager, Fred Levine; George Becker, Michael 
Crocco, Syd Guttman, Irene Sulzbach, Geraldine Daych, Jo Ganci, Manuela 
Santalla, Andrea Shuman 

Member ot Business Publications 
Audit of Circulations Inc. 

© 1961 SPONSOR Publications Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation, and 
Advertising Offices: 40 E. 49th St., New York 17, MUrray Hill 8-2772. Chicago Office: 612 
N. Michigan Av. (11), SUperior 7-9863. Birmingham Office: 3617 8th Ave. So., FAairfax 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28). Hollywood 4-8089. Printing Office: 
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other 
countries $11 a year. Single copies 40c. Printed U.S.A. Published weekly. 2nd class 
postage paid at Baltimore, Md. 


3 JULY 1961 



. . . And it's big league television. WHO-TV 
tags viewers in 57 Central Iowa counties. 
Annual retail sales in this area exceed $2 
billion (and of these, 75% are made outside 
Metropolitan Des Moines). 

The vast viewing area outside Des Moines 
contains a large percentage of America's richest 
farmlands. Iowa has more top farm-income 
counties than the second- and third-place states 
combined. In fact, 83.4% of all Iowa farms 
are in the U.S.D.A.'s high-income groups. 

Your messages on WHO-TV reach these 
high-income farmers, and you also get Metro- 
politan Des Moines — Iowa's largest metro 
market — as a bonus ! 

Ask your PGW Colonel for the facts on 
WHO-TV and the $2 billion Central Iowa 
television market. 

Source: Sales Management Survey of Buying Power, July 10, 
1960; SRDS, January 1, 1961, and U.S.D.A. Census Reports. 

WHO-TV is part of 

Central Broadcasting Company, 

which also owns and operates 

WHO Radio, Des Moines 
WOC and WOC-TV, Davenporc 



Channel 13 • Des Moines 

NBC Affiliate 

^^2K -^Peters, Griffin, Woodward, Inc. 
^^^^ r ^ National Representatives 


Modern machines make farming methods 
efficient, effective, economical. A century 
ago, baling hay was a strenuous, multi- 
operation facet of farming. Today, hay is 
gathered and baled in one quick operation. 


Public service 

in step with the times 




Television is seen and heard in every type of American 
home. These homes include children and adults 
of all ages, embrace all races and all varieties of 
religious faith, and reach those of every educational 
background. It is the responsibility of television to bear 
constantly in mind that the audience is primarily a 
home audience, and consequently that television's 
relationship to the viewers is that between guest and host. 


Through the years, machines have been re- 
designed and improved to render more efficient 
service to users. Similarly, WGAL-TV, alert 
to its responsibilities, has kept pace with the 
times ;n order to fulfill the current needs 
of the many communities it serves. 


CAcuuvd £ 

Lancaster, Pa. • NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER COMPANY, Inc. New York 


Los Angeles • San Francisco 


3 JULY 1961 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 



Twenties to be basic unit of new 40" breaks as CBS tv 
takes net lead to provide for all lengths-10" up to 40" 

Both the ABC TV and the NBC TV 
o&o's last week were still in the 
throes of setting up a general policy 
covering 42-second station-breaks, 
but the indications were that the 
structures would be pretty much 
along the line of CBS TV's o&o's, al- 
ready announced. 

As in the case of the CBS opera- 
tions, the policies will, for all intents 
and purposes, allow for the seg- 
ments of 10 seconds, 20 seconds, 30 
seconds and 40 seconds, with the 


MacManus, John and Adams has 
created an agency-wide television 
and radio division to handle all air 
media activities. 

At the same time, the agency am- 
plified several executives' responsi- 

Henry G. Fownes, Jr., now elevated 
to senior v.p., will be general mana- 
ger of the tv/ radio division, which 
has headquarters in New York and 
offices in Los Angeles. Fownes was 
formerly v.p. and New York office 

Robert L. Garrison becomes New 
York manager in charge of all ac- 
count operations in the Manhattan 
office. He was senior v.p. and group 
head in the agency's Bloomfield 
Hills headquarters. 

basic length, of course, the 20-sec- 
ond spot. 

The disposition is to make the 10- 
second spot preemptible but at the 
same time avoid discouraging its 
survival. Protection of the ID, ac- 
cording to majority thinking, would 
be limited to the run of a contract. 

Another policy angle still to be de- 
termined: whether to allow two prod- 
ucts in a 40-second spot and wheth- 
er to allow a special rate for 30's. 

Robert S. Marker is elevated to 
senior v.p. and assumes responsibil- 
ity for the coordination of creative 
effort in all MJ&A offices. He was 
v.p. and director of creative services 
in Bloomfield Hills. 

Robert E. Britton becomes senior 
v.p. with responsibility for coordina- 
tion of media, research, and market- 
ing in all agency offices. 

MJ&A now has about 90 accounts 
in the U. S., Canada, and overseas. 
"Broadcast advertising now accounts 
for almost 25% of the agency's total 
business," President Ernest A. Jones 


Although its counterparts at ABC 
TV and CBS TV are going national in 
scope and even in name, NBC TV 

Spot Sales will remain a local serv- 
ice selling its stations city-by-city. 

The NBC unit will sell its New 
York station in New York, its Chi- 
cago outlet in that city, and so forth. 

By contrast national units at ABC 
TV and CBS TV have recently been 
(or are about to be) renamed. ABC 
TV National Station Sales was cre- 
ated last week to represent the five 
ABC TV o&o's. Previously four were 
handled by Blair TV and one by 


American Cyanamid will be back 
in public affairs programing next 

It's bought an alternate week of 
CBS TV's Eyewitness to History from 
September to April 1962. L&M is al- 
ready lined up for one of the pro- 
grams every four weeks, which 
leaves open for sale a monthly spon- 

EWR&R is the American Cyanamid 

Eyewitness is listed for $90,000 per 
telecast, time and talent. 

WWJ-TV: 40" at $900 is 
"realistic" 30% over 20" 

Edwin K. Wheeler, general mana- 
ger of WWJ-TV, Detroit, has an- 
nounced a $900 rate for prime time 
40-second announcements. 

This is about 30 per cent higher 
than the $700 for twenties. The 40- 
second rate and the minute rate will 
be the same. Wheeler termed this 
(Continued on page 8, col. 1) 


3 july 1961 

(Continued from page 7, col. 3) 
margin "fair and reasonable." The 
price difference, he said, "appears 
realistic since it offers exclusivity 
and provides greater scope in which 
to develop copy points." The new 
rate is effective 1 July. 

End of retail stores 
seen in 50 years: TvB 

There won't be any more retail 
stores fifty years from now, Howard 
Abrahams, TvB v.p., told a sales pro- 
motion meeting of the National Re- 
tail Merchants Association. 

Foreseen in the year 2011 is tv- 
equipped merchandise centers from 
which all 325 million Americans will 
order without leaving their homes. 

Copywriters and point-of-purchase 
advertising will be eliminated since 
tv will be the point-of-purchase and 
only on-camera personalities will be 

Such a future customer, Abrahams 
said, "conditioned to merchandise 
selection through television, through 
her own free will, pushes a button at 
the initiation of her impulse to buy." 


NBC has acquired tv and radio 
rights to three post-season football 

They are: the Sugar Bowl Game in 
New Orleans, the Senior Bowl Game 
in Mobile, and the Blue-Gray Game 
in Montgomery. 

Gibbs to KVQ radio v.p. 

John D. Gibbs, general manager of 
KVQ radio, Pittsburgh, has been 
elected a v.p. of Allegheny Broad- 
casting, a wholly owned subsidiary 
of AB-PT. 

Gibbs joined the ABC radio o&o 
in 1945 as a news reporter. He be- 
came general manager last year. Be- 
for that he was program and sales 

3 July 1961/SP0NS0R-WEEK 


Hartz Mountain Dog Food, Old 
London, and Gold Grain macaroni 
have signed for new daytime busi- 
ness on ABC TV. 

The three buys come to about $2.5 


The largest single order for tv 
cameras ever received by RCA has 
been placed by ABC TV. 

Eighteen new "Big Eye" tv cam- 
eras will be delivered to ABC TV in 
New York or Hollywood. 

The camera uses a larger image 
orthicon tube, AV2 inches instead of 
3 inches with a higher quality pic- 
ture. It is described as the first all 
new studio camera since the advent 
of tv. 

ABC TV will be the first network 
to get this new camera. 

Above, left to right, are 0. E. Wag- 
ner, manager of RCA's New York of- 
fice, Simon B. Siegel, financial v.p. 
of AB-PT, and Frank Marx, ABC TV 
engineering v.p. 

Pet 5200 radio hrs 

Pet Milk (Gardner) has one radio 
investment and it represents 5,200 
hours a year. 

It is "Grand Ole Opry" on some 
200 Keystone stations for 30 minutes 
a week, 52 weeks a year. 

Incidentally, winner of the 4th Pet 
talent contest is Johnny Rose, rep- 
resenting KBIM, Roswell, New Mex- 

Officers of GAC parent 

Hebert J. Siegel and James J. 
Rochlis have been elected chairman 
and president, respectively, of Bald- 
win-Montrose Chemical Co., con- 
trolling company of General Artists 

Radio stock reports 

Saul Smerling, assistant v.p. of 
Standard and Poor's, has been broad- 
casting a two 
minute round- 
up of stock 
market news 
since Novem- 
ber on WNEW 
radio, New 

Program is 
at 12:30 p.m. 
Sundays. Growth of interest is re- 
flected in requests for booklets: 30 
a week at start, now up to 160. 

Saul Smerling 

MSD special on NBC 

"Dr. B.," an hour-long documentary 
on an average day in the life of a 
small town doctor, was presented on 
NBC TV on 27 June by Merck Sharp 
& Dohme. 

The pharmaceutical company pre- 
sented the series as institutional ad- 
vertising. Instead of commercials, 
messages discussing the need for 
physicians were shown. 

The program was filmed via hid- 
den-camera techniques. It was one 
of a series of tv shows made by 
MSD since 1960. Eight previous half- 
hour shows were seen on 12 sta- 
tions. But this week's show was the 
medical company's first use of net- 
work tv. 

Production consultant to MSD for 
the show was Troy-Beaumont Co. 


3 july 1961 

a statement of 


(Television in Western New England) 
by William L Putnam 

Education versus Entertainment 

There is a great cry these days for broad- 
casters to put on more enlightening material. 
"The public needs to be educated" is the gen- 
eral theme of these demands, and broadcasters, 
particularly television, are said to offer the 
best way of doing it. As a matter of fact our 
critics appear to be unanimous that the only 
way that the public can be influenced at all, 
whether for the good or bad, is via our medium. 
This is quite a compliment and I hope Pete 
Cash makes the most of it. 

But let us analyze the results of one recent 
attempt to inform the public about crucial is- 
sues, both domestic and foreign. A noble 
experiment, perhaps, based not totally on al- 
truistic motives but nevertheless a noble experi- 
ment is the very poorly known but quite famous 
program "The Nation's Future." It is justly 
famous because of its content but poorly known 
because practically nobody watches it. Yet all 
circulation figures indicate that NBC offers the 
greatest potential circulation in the industry. 
The public has the program available and yet 
the public doesn't want it. They don't want it 
so badly that not only can the network not sell 
the program, although they have tried, but the 

stations can't sell the adjacencies and grad- 
ually clearances have been whittled down to 
less and less. 

The question then becomes one of whether 
the public should be educated over its own 
dead body or whether the broadcasting medium 
should give the public what it so obviously 
likes, namely Gun Smoke and the associated 
programs that reach such responsive audiences. 
There are those who argue that the broadcast- 
er's responsibility is to give the public what it 
wants. This is not always tenable yet at the 
same time it is totally unrealistic to expect a 
businessman to go broke merely because sonic 
people would prefer it that way. 

Until the American public really wants en- 
lightenment those broadcasters who go over- 
board providing it are only going to suffer; 
and of what value is it to the nation if the good 
guys go broke. We must approach the obvious 
duty of all media to inform and enlighten with 
a realistic understanding that people are human 
— even eggheads. 

Represented nationally by HOLLINCBERY 


3 JULY 1%1 




SPONSOR • 3 JULY 1961 

3 July 1961 SPONSOR-WEEK 



RAB's quarterly report on antici- 
pated sales opportunities for radio 
sales in the next three months had 
taken a decidedly optimistic tone. 

States the report: "U. S. economy, 
sluggish and uncertain for almost a 
year, moves into the third quarter 
on a definite bullish note. Personal 
income, employment (traditionally 
high in summer), production, con- 
sumer interest are all up. Look for 
many advertisers to set big promo- 
tions now, to make up for an indif- 
ferent first half of '61." 

Continental Classroom's 
4th yean U.S. government 

"Continental Classroom" will defi- 
nitely return for a fourth year this 
fall on NBC TV. 
A course on American Government 
— first in so- 
cial studies 
on the early 
morning net- 
work tv series 
— will be pre- 
sented daily 
at 6:30 a.m. lo- 
cal time. 
The offering 
will be presented by Dr. Peter H. 
Odegard, who will be on leave from 
"the University of California at Berke- 
Jey where he is a professor of po- 
litical science. 

Dr. Peter Odegard 

Papazian promoted 

Edward Y. Papazian has been 
named associate media director with 

Head of BBDO's media analysis 
and planning division, he will also 
have responsibility for new media 
research usage and initiating fur- 
ther analytic and planning tech- 

Ins vs. outs' 
tales to FCC 

People appearing before the 
FCC lately at its current hear- 
ings on prograjn creativity have 
told drastically different stories 
about the tv medium. 

Quipped one Madison Ave- 
nue wag: "You can tell in a 
minute who's working and who 
isn't. The outs can't find a 
good word for tv and the ins 
never see anything wrong." 

Maxon elects 4 v.p/s 

Three New York vice presidents 
and one Detroit vice president have 
been elected to Maxon. 

They are: Dorothy Adams, account 
supervisor; William M. Lewis, broad- 
cast production group head; Thomas 
P. McGuire, New York media direc- 
tor, and Perce C. Beatty, director of 
media in Detroit. 

WMCA files petition 

WMCA, New York, is taking an in- 
terest in the problems facing the 
city's citizens. The station filed a 
petition 1 May in the New York Fed- 
eral Court arguing that the appor- 
tionment of the state legislature was 
so rigged in favor of upstate rural 
communities and against New York 
City that the Equal Protection Pro- 
vision of the Federal Constitution 
was being violated. 

So far, the result of WMCA's suit 
has been that the City of New York 
has joined with the station officially 
in this complaint. But Louis J. Lef- 
kowitz, Attorney General of the 
State of New York, has filed a mo- 
tion to dismiss the action in which 
he and Caroline K. Simon, Secretary 
of State, are named as defendants. 

65 SPOTS FOR $1.5 MIL. 

Pillsbury has reportedly brought 
about $1.5 million participations 
business to NBC TV for 65 nighttime 

That's an average cost of only 
$23,000 a minute. Shows are Dick 
Powell, 87th Precinct, Otulaws, and 

Perimeter B&J exec .v.p. 

Stanley E. Perimeter has been 
named executive v.p. of Bozell & 

He has been 
assistant to 
the president 
since 1957 and 
a v.p. of the 
agency since 

with the agen- 
cy for 14 years, 
is also a member of its national 
plans board. 

A graduate of the University of 
Michigan, Perimeter was a Navy of- 
ficer during World War II and did 
graduate work at the Harvard School 
of Business. . 

Stanley Perimeter 

KRON-TV grocery spots 

KRON-TV, San Francisco, has been 
doing brisk business lately with 
grocery advertisers on spot an- 
nouncement campaigns. 

Products include Coca Cola's 
Sprite (McCann-Marshalk, Atlanta), 
Vano Starch (Garfield, Hoffman, and 
Connor, San Francisco), and Armour 
processed meats (Young and Rubi- 
cam Chicago). 

Others are Post Cereals Top 3 
(Benton & Bowles, New York) and 
Laura Scudder Foods (Doyle Dane 
Bernbach, Los Angeles). 

Another advertiser, Colgate-Palm- 
olive (Ted Bates, New York), has re- 
newed sponsorship of "Six O'Clock 


3 july 1961 

More SPONSOR-WEEK on page 54 





. . announcing a new television station 
representative, dedicated to the Storer concept 
of quality that has been a broadcasting 
byword for over thirty years. Offices in all 
principal advertising centers are ready 
to provide you with complete service for the 
five important Storer television stations. 
In your area call . . . 

In New York/Plaza 2-7600 
In Chicago /Central 6-9550 
In Detroit/873-2383 
In San Francisco/Yukon 1-8860 
In Los Angeles/ Dunkirk 9-3138 
In Atlanta/875-8576 



An invitation 
to the man from 
Cunningham & 

Sir. be our guest in the Tidewater! 
Get behind the counter, the gas 
pump or the bar. We guarantee that 
our 50,000 sailors and 750,000 civil- 
ians will run you ragged. Gosh, 
what spenders! 

After a nice quiet (free) luncheon 
at WHIH, we'll spend just five min- 
utes explaining to you why WHIH 
is considered the live wire station 
down here. 

Wouldn't you like your clients to 
sell more cookies or gasoline in this 
recession-resistant area? Of course 
you would. Then be our guest. 


Representatives: Avery-Knodel 

by John E. McMiltin 






in number of TV homes per quarter 
hour, 9 AM to Midnight, than the 
other Columbus station!* 

STATION . . . 

leading in more quarter hours, 7:30 
PM-IL00 PM, Monday through Fri- 
day; 6:00-11:00 PM, Sat.; and 6:30 
to 11:00 PM Sun.* 
"(MARCH '61 ARB) 

Call The Man 
From Young TV! 




Hamlet, the Iliad, and horse opera 

If you want to shock, startle, and impress a 
not-too-sophisticated group with the raw, brutal 
facts of dramatic life, all you have to do is to 
tell them a hair-raising horror story in the mod- 
ern idiom, and then announce blandly, "That, 
ladies and gentlemen, is the plot of Hamlet." 

I know because I employed this somewhat 
shady stunt more than 20 years ago at an Ohio 
State Conference for Educators in Radio, and I thoroughly enjoyed 
their astonished gasps of awe, wonder, and disbelief. 

Henry Schachte of Lever Bros, pulled it the other day before the 
Broadcast Executives Club of Boston. Max Wylie used it last year 
in a California speech, and I'm sure they both had fun with it, too. 

It is a magnificently flashy but easy tour de force, like riding on 
an aquaplane, and all of us semi-chajlatans who employ it do so to 
make the point that murder, violence, bloodshed, misery, and horror 
are the stuff of great drama and always have been. 

From there we go on to draw obvious comparisons between the . 
classics and broadcast programing, and manfully attempt to defend 
horse-operas, crime shows, action-violence, and sadistic private eyes 
on the grounds that they are in the great dramatic tradition of the 
"Iliad," the Bible, "Medea," "Othello" and "King Lear." 

It makes a neat, pat party line and I was amused to read it as 
employed recently at the Senate hearings on juvenile delinquency 
by stalwart representatives of NBC, MCA, ABC and Warner Brothers. 

But look, kids, let's admit the truth. It is a phony type of reason- 
ing, and the further we push it the phonier it gets. 

The Palm Springs Platos are wrong 

Can we really justify the brutalities and violence in programs like 
Acapulco, Whispering Smith, Checkmate, and The Untouchables by 
pointing out that Homer, Aeschylus, Sophocles, Dante, and Shake- 
speare wrote some pretty rough stuff, too? 

Hell no! 

Such arguments are as specious as the Palm Springs Platos and 
Las Vegas Aristotles who believe them, and the sooner we drop 
these silly sophistries, the better off we'll be. 

It's possible, of course, (and many people have done it) to prove 
that the Bible is not only the greatest, but one of the most violent 
stories ever told. 

The Crucifixion, in the opinion of hundreds of churchmen, has 
never been surpassed for sheer terror in all the world's literature. 

But when we attempt to use such examples to whitewash a Mickey 
Spillane we ought to have our heads examined. 

There are, perhaps a couple of grains of truth in the "Plot-of- 
Hamlet" gambit, but they can't be expanded to fill a silo of theory. 
(Please turn to page 16) 



3 july 1961 

'ead any good bOOkS lately? If you're planning a Detroit radio schedule 
or fall, this one is for you! 

"The Total Story" shows what WWJ means by "Total Radio," gives you a buyer's-eye 
iew of WWJ's imaginative programming which ranges from popular music to symphony 
.oncerts, from play-by-play sportscasts to lively talk on the "Hour of Information" and 
'Phone-Opinion." And for good measure, there's a WWJ coverage map which shows at a 
;lance the big, prosperous area served by Detroit's basic station. 

You'll agree that "The Total Story" makes good sense, that "Total Radio" means greater 
mpact on listeners, more attention to your sales message. If you don't have a copy, or if 
/ou'd like extras, just phone your PGW Colonel or write the station. 

m W\ *M AM and FM 


Detroit's Basic Radio Station 



3 july 1961 


It's packed! 

And if s 
the one 
and only 


Out late July 

Commercial commentary (Com. from p. 14) 

The truth, I believe, is simply this: conflict of one sort or another 
is an absolutely essential element of all drama. 

You cannot have a good play, a good motion picture, a good 
story, a good novel, a good dramatic tv program without the inter- 
play of opposing forces. 

Beyond that, your conflicts must involve people, not simply things, 
and the more truly they deal with life and with man's lot, fate, and 
destiny, the more universal will'be their appeal. 

But when you've said that, you've said practically everything. 

I grant you, of course, that these are rather stupendous lessons, 
and that they are imperfectly understood by many people who some- 
how yearn for tension-less dramatics and stories which are weak, 
bland, watery, adulterated pap. 

But let's not let the stupidity of our critics trap us into defending 
the indefensible with even more indefensible arguments. 

The origins of violence 

What should really concern us is the fact that tv violence is an 
unmistakeable sign that tv producers are running scared. 

Just as a comedian, when he feels he is losing his grip, begins to 
make his jokes bluer and dirtier, so program people in the throes of 
an increasing insecurity, start reaching for more and more mayhem. 

In ancient Rome, I'll bet you, the Coliseum programs got pro- 
gressively more bloodthirsty as the gates began to decline. First 
you could draw a crowd with a couple of gladiators hacking away 
at each other. When the ratings began to sag they pitted gladiators 
against unarmed Christians. 

Then to bolster a faltering Nielsen they substituted lions for gladi- 
ators. And, finally, I'm sure the day came when a frightened Holly- 
wood type prostrated himself before a stern Imperator and stam- 
meringly suggested 50 Nubian lions vs 50 Christian virgins — and 
naked, too. 

Something like this has been happening in television. 

I'm not half as alarmed by the supposed influence on tv violence 
on juvenile minds as I am by the intellectual and artistic bankruptcy 
which the rise of violence implies. 

Beatings, shootings, whippings, blood, gore, and torture are the 
sure signs of writers, directors, and producers who are both incom- 
petent and frightened. They are not the stuff of great drama but of 
mindless fears. 

Actually, sheer physical violence is the least effective of all forms 
of dramatic conflict. In Hamlet, it is not the stabbing of Polonius 
which moves us, but the clash of conflicting ideas — "to be or not to 

In the Iliad it is not Hector making mincemeat out of Patroclus 
but Hector frightening his infant son with his waving horsehair 
plume, which paints the more vivid picture. 

The great conflicts of literature are personal, emotional, spiritual, 
symbolic, even intellectual; they are very seldom physical. 

That is why, I am certain we do ourselves an even greater dis- 
service than we do the public, when we try to justify gansters and 
gunfights with talk of Shakespeare and Euripides. 

Our job, our very big job, is somehow to get the elements of 
greatness into our own work, but not to confuse ourselves with 
double talk and double thinking. ^ 



3 july 1961 

WHAT WILL A BAHT BUY? When Thailand was Siam and ticals were "tender," there 
were thousands of these three-headed elephants in 
Bangkok. But as times changed, these elephant coins dis- 
appeared and Bangkokians began buying with bahts. In 
Thailand, the natives can tell you, but, if you want to know what 
a baht buys in Baltimore, WBAL-Radio has the answer . . . Complete Coverage , 
that Thailand umbrellas can't provide— WBAL-Radio covers the entire metropolitan 
area plus 37 surrounding counties in Maryland and four 
adjacent states . . . A Trunk Full of Listeners that even 
a herd of elephants couldn't produce— WBAL-Radio 
is DOMINANT in the market, providing more un- 
duplicated coverage than any other station . . . Full 
Range Programming and Music for Mature Minds-a 

distinctive combination that's hard to match even by 
Siamese standards. Ifyouwanttokeepyour sales riding 
high, bring your bahts to Baltimore -and buy WBAL-Radio! 

WBAL RADIO BALTI MORE'c? Maryland's only 50,000 watt station 
Associated with WBAL FM & TV / Nationally represented by '^ Daren F. McGavren Co., Inc 


3 july 1961 


49th and 

Spurred by SPONSOR 

You may be interested to know that 
partially as a result of your fine pub- 
lication, I am now engaged in the 
manufacturing of radiation shelters. 
After reading the reprint of the let- 
ter from Charlie Crutchfield to you 
and the "total commitment designed 
to enslave a total world," I deter- 
mined to get back into work which I 
feel will be an asset to my community 
and to the country. You may be fur- 
ther interested to know that the peo- 
ple of the south Florida area do not 
seem to be apathetic to the communis- 
tic threat or to the threat of atomic 

bombing of our country. 

With Cuba two minutes away by 
manned aircraft, we are all well aware 
of the imminent dangers of a radia- 
tion attack and our president, John 
F. Kennedy, has also been alerted to 
this danger since he came out with 
his very fine speech endorsing fall- 
out shelters for all. 

Larry Stewart 

Radiation Shelters, a div. of 
Art Construction Co. 

Coral Gables, Fla. 

'Favorable impression' 

In its entirety I have only kind words 

to say about sponsor's coverage of 
the latest NBC Spot Sales Timebuyer 
Opinion Panel report on "Creativity 
in Timebuying." It had your stamp 
of clarity and conciseness. 

The single exception to this favor- 
able impression was in the selection 
of quotes regarding timebuyer crea- 
tivity, which were all vociferously 
negative. Your readers should know 
that many of our panelists were equal- 
ly positive that the buyer's process of 
evaluation often involves real creativ- 
ity in the form of imagination, orig- 
inality, experience and judgment. 

W. M. Fromm 

mgr., new business 
& promotion 

NBC Spot Sales 


Still more on Minow 
Yours of 22 May 1961. "Mr. Minow 
Talks Tough," was excellent! Con- 

Bob Thomas 

mgr., WJAG, Norfolk, Nebr., 

v.p. KVSH, Valentine, Nebr. 

& KCSR, Chadron, Nebr. 



(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 Drug Sales $ 40,355,000 

Households 423,600 Automotive Sales $ 299,539,000 

Consumer Spendable Income General Merchandise 5 148,789,000 

$1,761,169,000 Total Retail Sales $1,286,255,000 
Food Sales $ 300,486,000 


According to March, 1961 ARB we average 71.7% share of audience from 
9 a.m. to midnight, 7 days a week in Monroe metropolitan trade area. 


Channel 8 
Monroe, Louisiana 

The only commercial TV station licensed to 


Photo: The Union Oil Mill, Inc., processors of cottonseed and soybeans— West Monroe, Louisiana. 


A James A. Noe Station 

Represented by 

H-R Television, Inc. 

You were and are, so right! 

Dale Drake 


Fort Worth, Tex. 

A very hearty and sincere thank 
you for the excellent editorial regard- 
ing Mr. Newton Minow in the 22 
May issue of sponsor. 

I believe the entire industry owes 
you a vote of thanks for a job well 

Dale Larsen 
general manager 
Wichita, Kans. 

I join with you in hoping that 
Chairman Minow understands that 
"communications" is a two-way 
street — and that he will be as eager 
to listen as he is to talk. 

May I respectfully suggest that it 
might be appropriate to send a copy 
of your article from the 22 May is- 
sue to Mr. John Crosby as well. 

Thomas L. Blosl 

Botsford, Constantine & Gardner 

Seattle, Wash. 



3 July 1961 

( )ft" will come the 
jacket if the sun 
gets too warm. 
Prepared, adaptable 
a ''Metropolitan 


90S I-:<ixt firth Street.New Tort 21.N. Y 

WNEWTV New York, N.Y. 
WTTG Washington, D.C. 
KOVR Sacramento- 
Stockton, California 
WTVH Peoria, Illinois 
WTVP Decatur, Illinois 


WNEW New York, N.Y. 
WHK Cleveland, Ohio 
WIP Philadelphia, Pa. 


other divisions are: 

Fi,st,r and Kleiser, Outdoor Idvertising 

operating '» Washington, Oregon, 

A rixona and California 

Worldwide Broadcasting, WRVL Radio 

There's a new generation of watchers, too. 

Post-war families . . . younger, larger families . . . bigger 
spenders . . . with an obvious TV preference for ABC programs. 

You don't have to slide slide rules or compute computers 
to find out who are the biggest spenders in America. 

If you're the head of the household, if you're under 40, if 
there are five or more in the house, you're the biggest spender 
in America. You have to be. Maybe not on Minks-and- 
Mercedes . . . but in the Super-Market. 

How does ABC-TV rate with such families? 


Currently, ABC has 23.1% (per average minute) of the 
homes where the head is under 40. Net Y has 19.8 r r . 
NetZ, 17.5%.* 

family. Net Y has 21.0%. Net Z, 18.2%.* 

It would be strange were it otherwise . . . considering 
ABC's leadership in programming for the new generation 
of watchers. 

Over the entire spectrum of communications — entertainment, 
sports, comedy, news, public interest — no network communi- 
cates as freshly, as dramatically, as vigorously as ABC-TV. 

. . . The Real McCoys . . . The Untouchables . . . The Flint- 
stones . . . ABCs Wide World of Sports . . . ABC-TV News 
Final . . . The Churchill Series . . . these are pointedly 
superior cases in point. 

Another thing about those big spenders. You not only reach 
more of them on ABC. You reach them more economically. t 
Makes ABC your best buy in network 

Currently, ABC has 26.2% (per average \ T>/^ T^lfVf/1 CI nn 

minute) of the homes with 5 or more in the l\lJ\^ JL VlV T UjIvJII television. Right? Right 

"Source: Nielsen TV Index Average Audience Ratings, Jan. -April 1961. Mon.-Sat. 7:30-11 P.M. Sun. 6:30-11 P.M. 
tNTI Cost Reports, Jan. -April 1961, estimated time and published talent cost. 

Interpretation and commentary 
on most significant tv/radio 
and marketing news of the week 


3 JULY 1961 

Copyright 1961 



As tv stations go about the business of determining their selling policies on the 
40-second chain-break, it might be mete to relate some of the sundry thoughts on 
the subject gleaned the past week from among important spot tv agencies on Madi- 
son Avenue. 

These expressions, running the gamut of hard economics to wishful thinking, include: 

• A belief that the pre-emptible concept will be the dominant one on rate cards 
applying to nighttime chain-breaks. 

• Whatever policy is adopted on a broad scale by the industry will depend on the sig- 
nals called by the network o&o's, because of their key market positions. 

• If enough stations get on the pre-emptible bandwagon, bellwether spot agencies (and 
this includes Compton) will recommend the use of 40-second spots to their clients. 
Appended to this is a proviso: it will have to happen by mid-July at the latest, because of 
the time needed to tool up for 40-second commercials. 

• There's no reason to believe that the 40-second break will put an end to the 
I.D. Smart buyers will recommend to their clients that they buy I.D.'s on an ROS pack- 
age basis, thereby making the scheduling of this segment most flexible for the station and 
bringing them in at a reasonable cost for the advertiser. 

Meantime several of the major spot agencies are getting the machinery set for a 
codifying of the chain-break rate structure adopted by stations in at least the top 
40-50 markets. 

(For recital of questions and whatnot raised by the 40-second situation see 26 June 
SPONSOR-SCOPE and article on page 29 of same issue.) 

That slack in summer spot tv buying certainly doesn't prevail in spot radio: 

it's been another bustling week for the radio reps. 

And among the accounts making it so were General Mills' new Gold Medal brand 
(DFS), Texaco (C&W), 2-3 stations a market in over 100 markets; Life Magazine (Y&R) ; 
Hellmann's Mayonnaise (DFS) and Mrs. Filbert's Margarine (DFS). The Life schedule 
will run six weeks and Texaco is down for 10 weeks. 

Can the current pile-up of fall nighttime inventory at the tv networks be viewed 
as something casting a shadow of things to come? 

One of the networks, you might say, seems inclined to think so : word filtering out of that 
network's upper-echelon meetings is that serious thought is being given to cutting back 
scheduling for the 1962-63 season as far as nighttime programing is concerned. 

The impression taking hold in that quarter: the surplus of time and programing 
unsold (see 19 June SPONSOR-SCOPE for tabulation) may not be merely a symptom 
of the general business climate but an indication that the networks have in their 
process of biting off more and more option time created a supply that national ad- 
vertisers may not be able to digest even in a firm economy. 

A significant indicator of how things are going at the moment: each of the networks 
is squawking about the other fellow's not holding to the price line or that a competi- 
tor is throwing in a package of daytime minutes as premium for a nighttime buy. 

Two hopes that all three networks harbor in common: (1) the economy will harden 
substantially enough before the fall to encourage a rush of buying; (2) the auto- 
motives will have enough faith in their new model prospects to restore the $20-25- 
million difference between their present commitments and the budgets they had on 
the network line last fall. 


3 july 1961 


SPONSOR-SCOPE continued 

Shell Oil (OBM) is due back in spot radio the third week in July to give a 
hypo to a special dealer promotion : the giving away of a Styrene foam sailboat. 

The giveaway has been ticketed as Operation Sea Snark and marks the first whole- 
sale use of radio by Shell since it pulled out of JWT last November. 

Meantime, reacting to pressure from dealers or jobbers, Shell has lately been buying 
radio schedules in isolated markets at the rate of 12 spots a week for 15 weeks. 

You can regard TvB's critique the week before of Nielsen's intermedia service 
as just the beginning of a sustained campaign by tv's business developers to keep 
the competitive factualities in their proper perspective. 

Much of this girding for battle can be attributed to comment gathered from agency me- 
dia directors, which, in essence, is this: the magazines and supps have become pro- 
gressively aggressive in their selling and they're now coming in with arguments that 
they can back up with independently-researched data. 

As a footnote, some of these media people have observed to sellers of tv in a rather 
pointed way: with this sort of ammunition the magazines may be able to drum up a 
lot of business which will have to come from some place else. 

Put it down as a noble effort, at least : Lever has had to abandon that idea of 
spending around $2 million for public affairs programing this fall. 

The advertising department, it turns out, couldn't get it into the budget. Or, as one 
source put it, Lever's fiscal year base doesn't synchronize with the tv year. 

What started Lever on its public affairs kick: it came to the conclusion that tv had 
lost the habitual attention of people in the higher income, professional and intelli- 
gence levels and that a huge section of this class, say 10 million, might be reached 
via public affairs programs or other singular type of programing. 

Because the mosquitos aren't biting yet in the markets it wants to sell, O. M. 
Scott & Sons has postponed the start of the saturation spot radio campaign it had 
placed via the Doug Bailey agency (Rockville, Md.) for its insect repellant. 

Therell be 50 spots a week for at least 13 weeks, with more than one station in most of 
the markets. 

U.S. Time Corp. (Timex) is the only timepiece manufacturer that's made any 
tv plans in connection with the 1961 Christmas promotion. 

A good reason for this situation: all of them, including Timex, have lately switched 
agencies and it will take the latter a little longer to work up recommendations. 

Timex is putting $1.5-6 million in four specials and a flock of minute participa- 
tions, all of it on ABC TV. 

For the guidance of sellers, here's an updated list of watchmaker agencies: Benrus, 
Lennen & Newell; Bulova, SSCB; Elgin, McCann-Erickson ; Longine Wittnauer, 
Kenilworth; U.S. Time, Warwick & Legler; Westclox, Hicks & Greist. 

Last year the group Christmas tv outlay came to around $6 million. 

Norelco (LaRoche) will be spending about $1 million for its spot tv blitz this 
fall, covering about 140 markets on weekends. 

The pre-Christmas expenditures will also include some minutes in spot carriers on 
the tv networks. Norelco's tv budget now runs around $2 million annually. 

One of the other shavers is reported scouting around for a barter deal. 

22 SPONSOR • 3 JULY 1961 

SPONSOR-SCOPE continued 

The number of regularly scheduled nighttime network tv programs with hut 
a single sponsor will hit a new low this fall: their total will he 21. 

Reflected here obviously is the continuing spread of the alternate half-hour and the 

minute participation. 

In terms of programs, this single sponsorship comes out to 19% of the whole 

and in number of hours of the week, 16%. 

Of the 21, P&G has a stable of four and General Foods, three. On the category side 

the single sponsorship leaders are foods, with seven ; cleansers, five, and the automotives, 


A comparison of the singly sponsored show over the past four falls: 
network 1961 1960 1959 1958 

ABC TV 7 7 10 8 

CBS TV 7 9 17 13 

NBC TV 7 9 9 11 

Total 21 25 36 32 

ABC TV has singled out its top-rating spot, the Untouchables, for preemption 
of a couple of expensive dramatic specials during the 1961-62 season. 

Each will run 90 minutes, one a trilogy of love stories, starring Deborah Kerr, directed 
by Fred Coe and written by Robert Penn Warren, and the other, the story of Eva Perone, 
starring Jennifer Jones. Package breakdown: $300,000 show; $150,000 time. 

Audience estimated advanced by the network: an average of 13 million per minute. 

CBS TV has strengthened its position with two of the Triangle stations, WNBF- 
TV, Binghampton, and WFBG-TV, Johnstown-Altoona, and in the process granted 
them each rate increases. 

It's not quite clear what's happened to the relations between Triangle and ABC TV in 
the two markets. 

Triangle's operating chief, Roger Clipp, limited his statement to SPONSOR- 
SCOPE to this: "ABC withdrew its service." 

The version from ABC TV's station relations v.p., Jules Bernathan: "It all started 
out with my suggestion that we review our clearance situation. Roger Clipp came back 
with the news that Binghampton and Altoona were going CBS. I said ABC wanted to 
be let out of its obligations. We then renegotiated to get some of our programs into the 
market. We'll have 10 hours of nighttime a week. 

Under the revised arrangement, explained CBS TV, it will have much more time this 
fall in either market, although it had traditionally regarded the stations as CBS TV af- 

There'll be but one program change in CBS TV's Saturday morning lineup for 
the fall : the inclusion of a giveaway called Kideo Village. 

The tee-off trio, all controlled by the network, and their prices: 


Capt. Kangaroo 9-10 a.m. $8,000 

Kideo Village 10-10:30 a.m. 2,500 

Mighty Mouse 11-11:30 a.m. 2,650 

The bigger shoe seems to be shifting to the other foot in the Unilever colossus. 

Time was when the Lever name was the dominant brand in all the leading coun- 
tries but the United States, and the setup over here was treated pretty much as a 

With P&G making raipd strides overseas, Unilever is now calling on its U.S. people to 
help it develop management and organization that can effectively combat P&G in 
the soap and toiletries fields in Europe and elsewhere. 

SPONSOR • 3 JULY 1961 2 ( 

SPONSOR-SCOPE continued 

Added cheer for the fall business outlook: durable goods salesmen at their 
conventions of late have been relating that retailers are loading them with orders. 

This, of course, with confidence not only for a strong spurt in the fall but consider- 
ably more wide-open Christmas spending. 

Trend spotters on the subject of over-all tv viewing better take a look at what 

happened in April before they take too seriously what print and others have been 
circulating in recent weeks. 

The average tune-in from 10 a.m. to 11 p.m. this April was up over the like month 
of 1960, and was also above the level of 1959. 

Here's the latest Nielsen hourly tabulation of average per minute home tv usage, with a 
comparison of the year before: 

APRIL 1960 APRIL 1961 

6,644,000 7,457,000 

7,232,000 8,113,000 

9,220,000 9,380,000 

11,119,000 11,302,000 

10,215,000 10,974,000 

9,492,000 9,426,000 

9,537,000 10,036,000 

11,390,000 11,818,000 

14,102,000 14,914,000 

18,712,000 19,557,000 

25,176,000 25,888,000 

28,973,000 29,687,000 

29,289,000 30,344,000 

23,684,000 24,950,000 

CBS TV is having second thoughts about reclaiming that monthly Thursday 
10:30-11 p.m. time it gave affiliates this past season. 

The network had conducted a couple polls among affiliates about their disposition toward 
retaining the half-hour for public service programing on the local level and found, according 
to itself, there was no strong feeling either way. 

Lately, however, some stations have advised the network that they want the spot, 
and in view of this and Washington, CBS TV is inclined toward a recount. 

The spot, incidentally is opposite the Untouchables. 

K&E has advised Lincoln-Mercury dealers what the agency's policy will be when 
it gets around to buying time for the introduction of the client's 1962 line. 

The words and music are pretty much what they were the last time around: if the 
schedules can't be bought as cheaply through reps, the money allocated for the mar- 
ket will be turned over to dealer so that he can deal directly with local stations. 

Of course, the presumption here on the part of the agency is that the desired station in 
the market will grant the local rate to factory money. 

Users of moppet-appeal spot tv feel that the fall presents a buyers' market for 
that facet of the business. 

Their reasoning: ABC TV has turned back the 5:30-6 p.m. strip to its affiliates 

and a goodly percentage of them will be disposed to program it for the youngsters. 

For other news coverage in this issue: see Sponsor-Week, page 7; Sponsor 
Week Wrap-Up, page 54; Washington Week, page 57; sponsor Hears, page 60; Tv and Ra- 
dio Newsmakers, page 66; and Film-Scope, page 58. 

24 sponsor • 3 JULY 1961 




































Albany - Tallahassee - Dothan - Panama City 



One buy, one bill, one clearance delivers four market areas with a com- 
bined population of 1,230,700 and 211,290 TV Homes! WALB-TV and 
WJHG-TV dominate this area! 


Delivers 82,990 More TV Homes 
Than The Nearest Competitor! 
Raymond E. Carow, General Manager 

Represented nationally by Venard, Rintoul, McConnell, Inc. 
In the South by James S. Ayers Company 

SPONSOR • 3 JULY 1961 


"?% J f; 




HI F^ 


'*W?IS < ' 

Florence blooms. Florence, daughter of Confederacy. 


A pretty melody is like Florence. Florence has arrived. 

One of the faces of Florence. 

Singular Florence. 


Effective July 1 
our national representatives will be 

Young Television Corp. 

New York • Chicago • Atlanta • Detroit • Los Angeles 
• San Francisco • Boston • St. Louis 


Florence, South Carolina 
The nation's fifth largest single-station market 

A Jefferson Standard Station affiliated with 
WBT and WBTV, Charlotte 

Focus on Florence. 

Florence is unique. 

The make-up of Florence. 

Florence merits another look. 



3 JULY 1961 


* Turbulence in giant industry 
may hold key to more and larger 
promotions for network and spot 

I he largest and most ambitious television sched- 
ule in the history of Lanolin Plus begins this week. 
Devoted exclusively to Color Plus — the nail- 
strengthening enamel which the cosmetic industry 
has been watching with more than routine interest 
— this mammoth advertising campaign is expected 
to reach from 35 to 50 million women per week. 
The Color Plus summer network buy includes 
participating sponsorship of Michael Shayne on 
NBC as well as participating sponsorship of 
Asphalt Jungle, Roaring Twenties, Cheyenne and 
Guestivard Ho on ABC. All are proven, prime 
time vehicles. 

In addition to the network programing, there will 
be a Color Plus tv spot campaign in 100 to 125 
key markets in eight-week flights, using early and 
late evening minutes. "The campaign," says Lano- 

Coty, Revlon, Lanolin Plus— three of the in- 
dustrious houses engaged in the never-end- 
ing race to produce, package and market 
new aids to beauty. Television has been an 
inestimable helpmeet in almost-overnight 
success. Revlon is still champ in the over- 
all picture, but sharp watch is on Lanolin 
Plus, whose Color Plus nail-strengthening 
enamel starts spot, web campaign this week. 


3 july 1961 


lin Plus's president Morton Edell, 
"promises to bring electrifying re- 
sults." It also promises — significant- 
ly — to be followed with hawklike con- 
cern by the other major beauty aid 
houses and the agencies of record 
who serve them. For Lanolin Plus, 
in a comparatively short time, has 
plunged a considerable depth into the 
vast consumer sea. And its current 
plans — "conceived," says Advertising 
Director Joseph Chira, "after months 
of analysis and preparation' — come 
at a time when beauty aid manufac- 
turers are shifting agencies with in- 
credible frequency. It was in Jan- 
uary of this year that Lanolin Plus's 
Color Plus left Erwin Wasey, Ruth- 
rauff & Ryan for Daniel & Charles. 

This past year has seen at least 
five major beauty aid accounts play- 
ing agency switch with all of the 
aplomb and apparent good will of 
Scarsdale galahads. In addition to 
the Color Plus takeover by Daniel & 
Charles, Hazel Bishop exchanged 
Donahue & Coe for North, Revlon 
fragrences dropped Warwick & Leg- 

ler for Grey, Lehn & Fink's cosmetic 
division (almond and honey creams, 
etc.) parted from McCann-Erickson 
to keep company with Ted Bates, and 
the entire Coty line is now housed, 
homed and honeyed by Dancer-Fitz- 
gerald-Sample after a $1,300,000 
parting from BBDO. 

Agency and account observers are 
giving many, often conflicting, rea- 
sons for the shifts — impressively 
heavy for one industry classification 
in so concentrated a time period. 
Reasons range everywhere from new 
marketing concepts to leech-affliction 
( i.e. non-advertised beauty aids rid- 
ing the coattails of advertised beauty 
aids), all the way from anxiety pains 
(to which the cosmetic industry 
seems permanent heir) to such 
guarded dismissals as "No possible 
connection," "Pure coincidence," 
"Incompatibility, old man," and "No 
comment." But whatever the shaky 
marriages along Agency Row, one 
prediction can be safely counted on: 
television stands to gain. The tribula- 
tions, turmoil and turbulence of a gi- 

Color Plus supplementing web with spot 

COLOR PLUS on-the-air commercials take advantage of television's proven ability to sell 
beauty to the American woman. Summer campaign includes participating sponsorship of five 
network shows, while spot saturation reaches 100 to 125 key markets in eight-week flights 

ant business are tv's butter and bread. 

Within recent years, it has been 
well-nigh universally noted, the cos- 
metics and toiletries industry has be- 
come one of television's most lucra- 
tive clients, on occasion even passing 
food manufacturers in terms of gross 
network billings. The Television Bu- 
reau of Advertising has reported that 
1960 totals, in both network and spot, 
were up 7.8% over 1959, with gross 
spot billing $56,623,000 and gross 
network billing $84,636,158. In one 
category alone — hair tonics and 
shampoos — gross network gain was 
over $5 million. TvB-Rorabaugh's 
estimated spot expenditure for the 
first quarter of 1961 is a rousing 

Nor do gross billings alone deter- 
mine the guage. Few industry classi- 
fications have produced more excit- 
ing individual television success 
stories than Cosmetics and Toiletries. 
Admen are still reeling under the 
Revlon avalanche — and the unprece- 
dented trek from the new-legendary 
giveaways to the "quality" image 
generated by tv's 90-minute specials. 
Few in the cosmetics field (or out of 
it, for that matter) are unaware of 
Avon's remarkable use of the medium 
as a person-to-person door opener 
for door-to-door items. No swift-eyed 
analyst has failed to find significance 
in the barrier-crossing of such houses 
as Helena Rubenstein, whose tradi- 
tional aura of exclusivity has been 
scattered to the video winds. Mar- 
kets and television : they're synony- 
mous in the cosmetics man's vision. 
And if a correlation exists between 
one agency switch and another, it 
can be drawn not only from the ag- 
gressive competition and new-prod- 
uct-fever within the beauty air in- 
dustry itself but from the increasing- 
ly important role of television in 
turning milady of America into the 
best-looking, best-smelling creature 
on the face of the globe. 

The nation's vanity (men are not 
excluded) is actually catered to by 
no less than 3,000 operating com- 
panies. There are the fast-growing 
door-to-door concerns, pioneered by 
Fuller Brush I which, incidentally, 
still sells cosmetics directly to the 
consumer) and reaching new dimen- 
sions by Avon, whose line of some 



3 july 1961 

Tv gross billings show cosmetic products climbed 7.8% in 1960 







$ 3,904,491 


$ 3,914,189 











Hair Tonics & Shampoos 





Hand & Face Creams, Lotions 





Home Permanents & Coloring 





Perfumes, Toilet Waters, etc. 





Razors, Blades 





Shaving Creams,' Lotions, etc. 





Toilet Soaps 










TOTAL 52,512,000 78,584,620 56,623,000 84,636,158 

Source: Spot. TvB-Rorabaugh; Network, TYR-LNA/BAR 

200 "fragrance" items (the trade 
term used to distinguish them from 
medicated "treatment" products) are 
sold by over 125,000 agents, mostly 
part-time housewives, etc. There are 
the big soap manufacturers, like 
Proctor & Gamble and Colgate, whose 
ventures into the area of shampoos 
and other hair preparations have 
paid off handsomely. There are the 
myriad diversified companies such 
as Gilette, Bristol-Myers, Warner- 
Lambert, American Home Products, 
Vick Chemical and Carter, who profit 
considerably from cosmetic lines. 

Then there are the privately-held 
cosmetic houses — of which Elizabeth 
Arden, Charles of the Ritz, John H. 
Breck and Diedre are the most am- 
bitious — who sell only through trade 
channels. And, finally, there are the 
publicly-held companies, geared also 
to trade selling, whose numbers in- 
clude the five houses mentioned at 
the beginning (Hazel Bishop, Lehn 
& Fink, Coty, Lanolin Plus and Rev- 
Ion) as well as other tv familiars 

such as Helene Curtis, Max Factor, 
Noxzema, Shulton, Chesebrough- 
Ponds and Nestle-LeMur. 

Revlon, of course, is the largest of 
the actual cosmetic, or beauty aid. 
houses, and the advertising pace- 
setter of the past decade. With an 
annual volume of more than $125 
million, this fantastic post-war baby 
has spent upwards of $22.2 million 
for advertising in a single year 
(1959), recognizing that the success- 
ful cosmetics business is character- 
istically one of high profit margins — 
and high promotion costs. Madison 
Avenue pundits cite the thousand-and- 
one reasons behind the seemingly 
Midas touch of Revlon to television, 
but if formula can be deduced at all 
it can be deduced only by an ostensi- 
ble disregard for formula itself. In 
the early months of the Garry Moore 
Show on CBS-TV, for example. Rev- 
lon renewed its sponsorship even 
though Moore ranked only 52nd 
among 124 network-sponsored pro- 
grams (Nielsen. December 1958). 


3 july 1961 

Slice of the viewer pie was slim, but 
the comparatively small audience was 
overwhelmingly responsive to the 
Revlon messages. George Abrams, 
then vice president and advertising 
director of Revlon, said at the time, 
"The important barometer is whether 
you're selling your product, not the 
rating of the show. . . .If we went 1>\ 
ratings alone, we would have can- 
celled the program." 

Speculation on the Revlon success 
story could go on forever land prob- 
ably will), but the sentiments of agen- 
cies, networks, stations and reps are 
summed up tidily by a spoke-man for 
Nestle-LeMur: "We owe Revlon a 
debt of gratitude for spending vast 
sums on advertising to make women 
buy more cosmetics.'" I Barron s, 5 
December. 1960). He might well 
have added that not only were the 
shape and size of the industry in 
large measure determined by the Rev- 
Ion leadership, but the scramble to 
be seen and heard — especially on tele- 
vision — reached almost feverish pro- 

REVLON familiar is Barbara Britton, whose 
tv hostess and commercial chores have made 
glamour synonymous with cosmetic advertising 

portions among cosmetic companies. 

How could the smaller companies 
hope to match advertising wits with 
such giants as Revlon? At first it 
seemed hopeless. When the quiz- 
show craze was at its height, and tele- 
vision was being hailed as the beauty 
aid messiah, several lesser cosmetic 
companies jumped headlong into tv 
program sponsorship with near-ruin- 
ous results. But today the smaller 
companies can hold their own com- 
petitively (some are growing as fast 
as Revlon, in ratio) because of the 
networks' participating-sponsorship 
policies, allowing an advertiser prod- 
uct identity with a popular show at 
a reasonable cost. Even those cos- 
metic houses too small to entertain 
thoughts of network advertising can, 
and do, take advantage of spots. Thus 
the clear field of the major companies 
has become — like the mass taboos 
which once made hair coloring, mas- 
cara, eye-shadow and multi-colored 
lips sure signs of the wanton — a 
thing of the past. 

Too, aside from television, the 
changing patterns of distribution 
have contributed largely to the pre- 
vention of formidable domination by 
the Revlons of the industry. Where 
once drug and department stores were 
the main (indeed, the only) outlets 
for beauty preparations, today's mar- 
keting gives such channels as super- 
markets and house-to-house distribu- 
tion equal, often passing, positions. 
According to Barron s, drug stores' 
share of the total has dropped from 


37% to 26.8% since 1950, while de- 
partment and specialty stores have 
dropped from 27% to 18%, and va : 
riety stores from 11% to 8.4%. In 
contrast, house-to-house selling has 
increased from 14% to 20.5%, and 
supermarkets an overwhelming 23% 
from a negligible 6.1% ten years ago. 

Just as the beauty aid products of 
such companies as Helene Curtis and 
Chesebrough-Pond's have discovered 
new life through supermarket distri- 
bution, so, too, have such comers as 
Lanolin Plus, whose moderately- 
priced preparations enjoy a more 
favorable marketing climate in super- 
markets than the higher-priced items 
of Helena Rubenstein, Max Factor, 
Lehn & Fink, and, of course, Revlon, 
all of whom sell mainly through 
franchised outlets. It is interesting 
to note, however, that even though 
Revlon still sells mainly on a fran- 
chise basis, the company does find 
high-volume distribution of such com- 
modity items as hair sprays, deodor- 
ants, hand lotions, etc. in supermar- 
kets and variety stores. 

In addition to these sharp distribu- 
tion changes, the industry is also 
kept in a constant state of suspense 
and competitive wariness by Woman 
herself. Beauty aids like eye make- 
up, mascara, eyebrow pencils and 
hair coloring and sprays may be the 
boons of the day {Drug Topics re- 
ports that hair tints and dyes were 
up 23% in 1959, a record $56 mil- 
lion business, with Bristol-Myers' 
Clairol leading the pack) , but mi- 
lady's vanity is equalled only by her 
notoriously fickle nature. Sale of 
home permanent wave kits, once the 
national feminine rage, have declined 
drastically over the past five years, 
mainly because of the short, straight 
hair styles which struck the American 
woman's fancy. White lipstick, which 
Max Factor pioneered and which 
soared to popularity, is now either 
remembered as fad or forgotten as 

Nevertheless, and feminine whims 
notwithstanding, the lifeblood of the 
cosmetics and toiletries business is 
the constant creation and introduction 
of new, alluring products. Tint that 
hair, lift that face, look ten years 
younger or meet disgrace — this par- 
ody might well characterize the fran- 
tic nature of the industry. And be- 
( Please turn to page 50) 


^ TvB-inspired project un- 

I covers lack of incisive basic 

research, finds closed circuit 

tv ideal for multiple testing 

I vB has released an initial prog- 
ress report on its plunge into the vi- 
\ tal, ill-explored area of mass com- 
I munications basic research. 
Among the early findings: 

• Commercials are best tested in a 
i matching medium — e.g. a written test 
; does not do justice to tv or radio. 

• A commercial's components must 
i be tested in combination — the whole 

1 may be greater or less than sum of 

• its parts. 

• Closed circuit tv provides an ex- 
i cellent means of testing several groups 
! simultaneously. 

• Research in this field conducted 
| previously is of little use except in 
1 pointing up possible pitfalls. 

TvB's contribution thus far consists 
| of a two-year project at Pennsylvania 

State University, which turned up the 
I above findings, and its "Competition 
] for Exceptional Plans in the Field of 

Television Research." Judging cur- 
1 rently is underway for the latter proj- 
] ect. the purpose of which was "to 
] stimulate the scientific community, ir- 
I respective of field, to focus attention 
I on the challenging problems of mass 
! communication," in the words of TvB 
; research v.p. Dr. Leon Arons. 

The Competition drew nearly 150 
| explorations of problem areas related 

• to tv and human behavior. Entries 
i came from faculty members of about 
I" 60 universities. Other contestants in- 
i elude representatives of advertising 

agencies, advertisers, research organ- 
izations, foundations, tv stations, and 
governmental agencies, TvB reports. 
Results are to be announced in the 
fall, but whatever the outcome, it is 
the Bureau's hope that the trained 
professionals who have delved into 
mass communications as a result of 
this competition, will go on to spark 
further studies in the area. 

The Penn State tests were conduct- 
ed via closed circuit tv fed simulta- 
neously to classrooms peopled by 


3 JULY 1961 


cross-sections of the student body. 
Researchers developed special test 
'commercials' based on their findings 
as to the most conspicuous elements 
in actual commercials. 

The test commercials were kept as 
simple as possible, consisting of 25 
students' faces, one by one, their 
names spelled out on screen and de- 
livered voice-over. Classrooms re- 
ceived various combinations of these 
elements, e.g. one had the pictures 
and names on screen minus the au- 
dio, while another had audio only, 
and so on, covering every plausible 

George Huntington, v. p. -general 
manager of TvB, points out that ad- 
ministering tests to several groups at 
once by means of closed circuit tv is 
beneficial beyond merely speeding up 
the operation. According to Hunting- 
ton, this method eliminates the prob- 
lem that often develops when time 
elapses between tests, namely those 
already tested tip off the others as to 
what's coming, thus impairing a test's 

After the participants were exposed 
to the experimental commercials, the) 
took recognition tests to determine if 
they could select the 25 students pres- 
ent in the commercials out of a group 
of 50. The tests were given in seven 
different forms matching the seven 
combinations of elements presented 
in the commercials. 

From the comparative scoring on 
various types of tests by groups which 
had seen various portions of the ex- 
perimental commercial, the Penn 
State researchers determined that the 
closer a testing situation resembles 
the original presentation, the more 
accurately the test demonstrates what 
was learned. For instance, if the mes- 
sage was delivered via a combination 
of picture, spoken word, and printed 
word (i.e. tv) test its effectiveness 
can most accurately be determined 
with tv. not by oral or written ques- 
tions. From this finding, TvB con- 
cludes that many previous tests of 
media effectiveness were themselves 
lacking in effectiveness. 

While the Penn State testing cor- 

roborates the theory that two ele- 
ments of a commercial used together, 
such as picture and supered name, 
yield better results than either one 
alone, it also indicates that you can- 
not always assume that to add an 
element to a commercial will heighten 
communication. The determining fac- 
tor seems to be how meaningful a re- 
lationship exists among the element^. 

Therefore, one cannot simply add 
the scores of individual elements to 
find their total effectiveness when put 
together, as previously was widely be- 
lieved. The whole may be equal to, 
less than, or greater than the sum of 
its parts, according to the Penn State 
research, so to obtain a true picture 
one must test the combined elements. 

In simplifying the findings as to 
combined elements, Huntington ex- 
plains that one may like and learn 
from copy and a picture separately, 
but when they're put together they 
may conflict and actually detract from 
the effectiveness of one another. By 
the same token, he observes, an ab- 
stract picture and technical copy sepa- 



Here are highlights of Penn State 
basic research authorized by TvB 

MATCHING medium should be used to test commercial's 
effectiveness — e.g. written test not good for tv, radio 

ELEMENTS of a commercial must be tested in combi- 
-; nation — whole may be greater or less than sum of parts 

CLOSED CIRCUIT tv contributes greatly to research 
by making possible numerous simultaneous examinations 

PRIOR EFFORTS in this field were found to be of 
little value except for averting pitfalls in future research 

iiiiiiiiiiiiiiiiiini mi mm! iiiiiiiiiiiiiiiiiiiiiii 

SPONSOR • 3 JULY 1961 


rately may leave the observer cold, 
while combining the two could pro- 
duce effective communication. Thus 
if the copy scores 10 and the picture 
scores 10. it's not valid to assume 
their combination is worth 20. When 
run together they may be worth 25, 
or possibly only 15. 

The two-year Penn State project 
included a painstaking search through 
all prior forays into the field of mass 
communications basic research. From 
its exploration of the facilities of uni- 
versity libraries, advertisers, agen- 
cies, and commercial research compa- 
nies, the team turned up some 3,000 
individual titles and over 300 ab- 
stracts. They developed "the most 
extensive bibliography of inter-media 
research vet assembled." copies of 
which are earmarked for the Insti- 
tute for Communications Research at 
Stanford L niversity and. at their re- 
quest, the U. S. Office of Education, 
which maintains a clearing house for 
communications research. 

As for the usefulness of this mate- 
rial, a partial quote from the Penn 
State report places it in the bare be- 
ginnings category: 

"For those who hold that scientific 
method can be applied to problems 
of communications and communica- 
tions systems, the determining condi- 
tions for our lack of understanding 
and control . . . relate to inadequacies 
of resources, including human intelli- 
gence, curiosity, and creativity, which 
have been invested in this field. The 
difficulties and complexities of the 
problems have been underestimated 
and accordingly the means commen- 
surate with the problems have not 
been provided. Thus, most communi- 
cations research is found to be inade- 
quate, limited, and superficial." 

Or as George Huntington sees it. 
the work that has been clone in this 
field thus far is of little value beyond 
revealing traps to avoid. 

Among the reasons for this is that 
much of the prior research was tied 
to specific practical situations instead 
of systematically exploring communi- 
cations variables in quest of general- ; 

For these reasons, TvB president 
Norman E. Cash states that a mas- : 
sive and continuing program of basic 
research in the field of mass commu- ! 
nication is urgently neded now. ^ 




^ Sales soar for veteran sea food canner during first 
radio try. Result : nationwide long-range radio buy plan 

^ Long-time print advertiser credits "rebirth" of its 
product to radio personalities' light-touch treatment 

#% veteran seafood canning com- 
pany, after years of peddling its deli- 
cacies in print, is eyeing radio stations 
across the country in readiness for a 
massive spot campaign scheduled to 
break this fall. 

At the moment, the canner, the 
Fred Fear Co., Brooklyn, N. Y., is 
huddling with its New York City ad 
agency, smoothing all plans to break 
out its Doxsee Clam Products in up- 
state New York, New England and 
West Coast markets, as well as St. 
Louis and Chicago. 

The decision came on the heels of 
an eye-opening surge in sales when 

the 70-year-old clam processor took 
its initial radio plunge, early this year. 

"I suppose you could say it was 
like the rebirth of a product" en- 
thusiastically remarks Smith/Green- 
land account executive Bob Parker 
who told SPONSOR that the company 
racked up a solid 60% sales increase 
over last year's figures, at the conclu- 
sion of the first 13-week flight which 
began in January this year. Doxsee's 
"rebirth" got its first flickering spark 
in the New York area when the com- 
pany bought a 13-week flight on 
NBC's flagship station, WNBC. 

Some 27 spots a week (all min- 


Radio's who sparked life in clam 

HOW IT'S DONE, is still a mystery (and the fella's aren't saying) but 
"Clem" (the Doxsee clam) manages to talk right back to the boys 
during the commercial and together — announcer and clam — they 
have managed to put the product across in the New York metro area. 
Given free rein with the Doxsee copy, the WNBC radio staffers (each 
has a Doxsee spot per day to handle) have worked out a way by 
which they seem (to listeners) to be conversing with the clam. Ad- 
dressing him as "Clem" (the boys managed to think that one up too) 
the announcer discusses the merits of the Doxsee clam products 
with the "talking" clam, or goes over details of a recipe (using Dox- 
see products as ingredients, naturally). "Clem" talks back, of course. 
At least there are deep-throated metallic gurgles from somewhere. 

it l 
Bill Culler. 

Art Ford 

Bob Haymes Wayne Howell 

Jim Lowe 



3 july 1961 

PLEASED with the 60% sales increase chalked up during the company's first 13-week radio flight is Doxsee Clam Products president, Leo Green 
(seated-l) discussing renewal plans with WNBC radio merchandising mgr. Joseph Murphy (seated-r) and, (standing l-r) Al Vassallo, Doxsee 
sales and ad manager; Don Waterman, WNBC N. Y. radio account executive; and Doug Warren, v. p. Smith Greenland, Doxsee's ad agency 

utes) were aired, at the rate of five a 
day. spaced 'round-the-clock. 

Although radio exposure itself gave 
the product the impact it had needed, 
Doxsee credits much of its "emer- 
gence" to the manner in which the 
commercial copy was handled by the 
WNBC announcers. 

Endowed, by the company, with 
complete free rein of copy, the WNBC 
staffers— Bill Cullen, Art Ford. Wayne 
Howell. Jim Lowe, and Bob Haymes 
— took it upon themselves to add 
^character" to the seafood sell. 

Under their wing, and somewhere 
along the line, the clam was dubbed 
' Clem" and the announcers worked 
out a method by which they were 
able to "converse" with "Clem." 

No one at WNBC is about to give 
away these trade secrets, hence just 
how this was accomplished, is shroud- 
ed in mystery. Listeners, however, 
hear something that sounds like a 
deep-throated gurgling sound emerg- 

ing from a metallic container (that's 
Clem in his habitat, is the explana- 
tion apparent) "talking" back to the 

Backed up by these "few words ' 
from Clem, the announcer ad-libs 
around the prepared copy which (for 
the season upon us) urges clamburg- 
ers - made with Doxsee Minced 
Clams, etc., as the ideal summertime 
repast. Or, extols the taste quality 
of Doxsee Clam Juice and Manhat- 
tan or New England Clam Chowder, 
and also, Doxsee's Little Neck Whole 

The response to the seafood prod- 
ucts were immediate. All of New 
York — or so it seemed, warmed up 
to little "Clem" and sales in local 
food markets began to soar. In addi- 
tion, some 10.000 requests for a prof- 
fered recipe book featuring Doxsee 
products came to the station over a 
three-week period. 

"For a product which lay dormant 

for so long," says Parker, the radio 
campaign was something of an eye- 

They had. he said ""tried print un- 
successfully" and so the seafood 
packages languished "as just another 
product on the shelf." We're really 
beginning to make inroads now."" he 

Doxsee took a brief try at tele\ ision 
prior to the radio venture. It was 
successful, the account people recall, 
in as much as it "gave people a good 
impression of a specialty item." 

Minutes were used with comedian 
Arnold Stang giving the sales pitch. 
It was tried out on the West Coast, 
the mid-west and in the New \ ork 
area. The cost, however, made a 
continued effort prohibitive. 

With the success of the New ^ ork 
venture so immediate. Doxsee decid- 
ed to test a few other markets, so. in 
February the company bought time 
i /'lease turn to page 50 ' 


3 july 1961 


S> N K 





Or, The Short but Happy Exile of Adman 

Barlow Fields, who Found Her in a Tropical 

Paradise in a Floppy Rattan Sombrero 

Mr. Gulliver Gammidge 
Executive v. p. 

Balder, Dash & Twaddle Agency 
New York, N. Y., U.S.A. 
Dear Gully: 

Yesterday, while sight-seeing here in historic 
Nassau, I visited the dungeons of Fort Charlotte 
where I saw some fearsomely life-like wax pirates 
torturing wax victims on the rack and got to think- 
ing of all you grand boys at the Agency. 

Now, I know you're asking yourself: since when 
is Nassau in New Zealand? Well, it isn't. It's in 
the Bahamas, which are a good deal closer to 
Madison Avenue than I'd be if I'd gone all the way 
down to the bottom of the world like I promised 
when the Directors voted to send me away for a 
complete rest. 

But don't worry, Gully — Napoleon never swam 
back from St. Helena. I'll just sit here soaking up 
sun and rum and try to forget how I was buying 
great radio shows while you were still contracting 



3 july 1961 

a case of mucilage-tongue in the Mail Room. It's 
the price, I suppose, one must pay for such a small 
lapse as sticking lighted Fourth of July sparklers 
in my hat and going, "Tick, tick, tick," like an 
IBM machine at that client meeting. But you must 
remember I was very tired and confused after all 
those pilot film screenings. 

Believe me, Gully, show buying isn't what it 
used to be. I can't put my finger on what's wrong, 
but one thing is sure — the thrill is gone. 

Maybe I miss the Sponsor's Wife. 

Anyway, I notice in buying tv shows today that 
everybody is so busy punching computers, analyz- 
ing ratings and studying budgets that nobody ever 
gets around to asking, "But is it a good show?" I 
guess that's why I blew up or broke down or what- 
ever you want to call my little sparkler act that 

beached me here on what lb ■ travel folders 
"The artist's palette of the West Indies." 

Actually, it's not so bad — an average tempera- 
ture of 77, cobalt sea, swaying palms, purple bou- 
gainvillea. And I've even met some old buddies 
from the networks who are down here recuperating 
from Commissioner Minow's speech at the NAB. 

But I'm still partly unpacked and could fly home 
at once if you only give the word. I worry a little 
about whether you've completed tv buying for next 
season and how many boo-boos were made. If you 
need me, please wire, and I swear this time I'll try 
to get the hang of formula-and-numbers buying. I 
will even take a night course in electronic com- 

Your Tv/Radio Director (in exile), 
Barley Fields 
{Please turn to page 50) 

sponsor • 3 JULY 1961 


THE CLIENT is getting more involved in tv spot buying picture, notes Bruce R. Bryant, head 
of newly-named CTS National Sales. He checks with secretary Pat Colligan before seeing one 

The face is the same 
but the name is new 

^ First to rep tv stations exclusively, CBS TV Spot 
Sales, after 10 years, drops an old and honored term 

^ It's now CBS Television Stations National Sales. 
General Manager Bruce R. Bryant tells the reasons why 

I he term "spot sales" has had a 
long and honorable history (it orig- 
inated exactly 30 years ago) but the 
CBS-owned television stations in 
dropping the designation as they em- 
bark on a new decade of competition 
are looking back without regrets. 

CBS TV Spot Sales — now known 
as CBS Television Stations National 

Sales, or, CTS National Sales, as it 
will be more commonly called — was 
the first firm to represent tv stations 
exclusively. That was just about 10 
years ago. In the decade that fol- 
lowed, during which time the com- 
pany repped a maximum of 13 sta- 
tions, the use of the words "spot 
sales" didn't seem to hurt any. 

But, notes Bruce R. Bryant, gen- 
eral manager of CTS National Sales, 
there is a new time a-comin'. It 
could be a more difficult time for the 
rep, he indicated, unless he is pre- 
pared to cope wtih new competitive 

Bryant is not talking about any 
sudden lurch in the way tv spot is 
being sold. The changing nature of 
spot selling has been a gradual af- 
fair during the past few years. But, 
in comparing spot tv today with, say, 
five years ago, the change is unmis- 
takable, the CTS executive noted. 

Bryant focused on two areas as 
among the most significant: 

• The growing cost of tv is in- 
evitably bringing top echelon client 
executives into the buying picture — - 
if only to ask what's going on, but 
sometimes to ask a lot more. 

• On the more conventional buy- 
ing level, the timebuyer is finding his 
job of winnowing down choices 
growing ever more complex and re- 
quiring more time to make decisions. 

"The dollars involved in tv," said 
Bryant recently, "are so large that 
advertising managers, sales mana- 
gers, presidents — and even the chair- 
man of the board — in many com- 
panies now review their market-by- 
market television schedules. The cli- 
ent who spends large sums in indi- 
vidual cities throughout the U. S. is 
vitally concerned about all of his ad- 
vertising and its ability to move mer- 
chandise. These clients, who have 
been successful users of national tele- 
vision, are increasing their budgets 
and know the importance of our me- 

Therefore, Bryant concluded, "It 
is time we re-evaluated this impor- 
ta.nce and serve the client at the top 
executive level with answers to his 
specific questions." 

Surprisingly, one of the specific 
questions Bryant has found himself 
answering all too often in recent 
years revolves around the matter of 
the definition of "spot." 

"I still find among national sales 
executives in big business confusion 
between the words 'spot' and 'spots.' 
True, this happens mostly among ex- 
ecutives who get involved in tv ad- 
vertising for the first time because 
the size of the tv budget requires 
their okay. 

"A guy will say to me, 'Oh, I 



3 july 1961 


thought \<>u just sold spots. I didn't 
know >ou sold programing, too.' I 
never did like tha.t word 'spots' as 
meaning the same as announcements. 
The idea of getting rid of the word is 
not a new idea. We've thought about 
changing it for some time." 

It was the FCC order in October 
1959, ordering both CBS and NBC to 
strip their tv rep organizations of in- 
dependently-owned stations, that set 
in motion the gears leading to the 
current change in name. 

At the time CBS TV Spot Sales 
ha.d 12 stations. The first station to 
sever its ties left last September. An- 
other left two months later and a 
third this past May. By 1 July, the 
divestiture was complete. CTS Na- 
tional Sales now sells only for WCBS- 
TV. New York; KNXT (TV). Los 
Anaeles; WBBM-TV. Chicago: 
WCAU-TV. Philadelphia, and 
KMOX-TV, St. Louis. 

While there will be economies in 
such subsidiary areas as traffic, CTS 
National Sales is not cutting down on 
its selling manpower. The same num- 
ber of men who handled a dozen sta- 
tions will now sell for five. 

Obviously, the retention of this 
manpower was undertaken only be- 
cause the powers-that-be at CTS (as 
well as the parent company) felt 
that it was necessary. 

Bryant explained: "The servicing 
required these days to sell tv spot ef- 
fectively is tremendous. Aside from 
visiting clients, there are the costly 
research analyses that salesmen have 
to initiate, follow through on and — 
and this is important — understand. 
You either rep by quality or volume. 
And we only have a few stations. 

"In addition, there is the creative 
aspect. You need time to be creative. 

"Today, a major station has to be 
sold in depth. You have to go back 
to the buyer two and three times with 
explanations, alternatives, and so 

Though diverstiture has left the 
CBS TV rep organization with no 
outside ties to worry about, Bryant 
made clear this would not hobble his 
men in selling against the sister net- 

"We can go to a CBS TV client 
and lure him away. After all, they're 
doing it to us." 

He added, for emphasis, "It's no 
holds barred." ^ 



n Portland-Poland Spring, Maine, 
fm is proving that when it comes to 
moving off-beat goods, bland music 
stations can make a lot of noise. 

The station is WMTW-FM. The 
goods: an over-load of expensive 
tropical plants which had to be moved 
out of the greenhouse — fast — to make 
room for new spring flowers and seed- 

When Charles J. Greeley, general 
manager of the Miller Greenhouses 
found himself faced with this prob- 
lem, he decided to take a flyer with 
his favorite music station. 

After talking with the station's gen- 
eral manager. John McGorrill who 
pointed out the tri-state coverage of 
Maine, New Hampshire and Vermont 
that the station offered, Greeley 
bought a four-week schedule of 15, 
30-second spots per week. 

Within a week's time, the tropical 
plants were moving rapidly. What's 
more, the somewhat amazed green- 
house operator discovered that orders 
were coming from places as far away 
as 200 miles. One motel owner drove 
from 135 miles away to pick up an 
order of the tropical plants and to 
earmark, for later delivery, an order 
of 52 dozen boxes of seedlings. 

The impact of the Miller Green- 
house advertising ranged farther 
afield than the immediate answer to 
the tropical plant problem. Where in 
the past, his average sale had been 
$3.21 and most of the advertised 
plants fell into the $20. or more 
bracket, he found that the average 
price of sales by customers respond- 
ing to the WMTW-FM sell, was well 
over the $40. per sale mark. 

Since the greenhouse location is 
zoned in such a way that expansion 
of the physical showroom is impossi- 
ble bringing in only 17% of walk-in 
business, the majority of orders are 
placed by telephone, mail, or tele- 

MILLER GREENHOUSE manager, Charles J. 
Greeley (r) and WMTW-FM staffer, Arthur 
Owens, look over plant stock situation 

During the radio campaign, the in- 
flux of these orders was tremendous 
The telegraphic orders in themselves 
represented a definite plus for the 
greenhouse, according to Mr. Gree- 
ley. At a recent florists convention 
in Boston, his fellow flower-growers 
expressed interest in placing Miller 
Greenhouse on their FTD list (flow- 
ers by telegraph orders) a growing 
source of revenue in the flower in- 
dustry today. 

The tropical plants are gone but 
orders for other types of plants and 
seeds are still coming in. 

The eye-opener here, according to 
Greeley, is that the orders come from 
such far-away places as Montreal, Al- 
bany, Biddeford, Me., and Burling- 
ton, Vt. The results: a complete new 
clientele for the green-grower. 

As for the future use of fm in the 
Miller Greenhouse advertising scheme 
of things to come — Mr. Greeley has 
all that under control. He signed a 
new contract with WMTW-FM, on a 
"till forbid" basis. ^ 


3 JULY 1961 

KID CONCERT tv special featuring Captain Kangaroo (c) brought multiple benefits to Certified Grocers co-op chain which sponsored the 
hour-long taped telecast over WBBM-TV, Chicago. Heavy radio-tv-print and in-store promo preceded performance, viewed live on 7 May 

Local special gets royal sendoff 

^ Certified Grocers co-op chain puts over new product, 
ups store traffic with heavily-merchandised tv special 

^ Pre-telecast radio-tv-print promo draws 2,200,000 
ticket requests for taping of "Capt. Kangaroo" concert 


hen Certified Grocers — a co-op 
chain of 750 independent retailers 
covering Illinois, Indiana, and Michi- 
gen — undertook sponsorship of a 
one-hour local tv spectacular, they 
realized that an intensive merchan- 
dising campaign would be necessary 
to gain the most mileage from their 
substantial investment. Both radio 
and tv played an important role in 
their merchandising drive. 

Certified's vehicle was a taped tele- 
cast of a special Captain Kangaroo 
Kid Concert, broadcast on Sunday, 

14 May, as a Mothers' Day feature' 
on WBBM-TV, Chicago, pre-empting 
Lassie and Dennis the Menace. The 
concert, presented live at Chicago's 
McCormick Place Theater the previ- 
ous Sunday, 7 May, provided the 
hook for Certified's promotion — a 
customer contest for tickets to the 
live performance. 

Certified Grocers, strong believers 
in child-oriented advertising and pro- 
motion, chose the Captain Kangaroo 
special concert as a major vehicle be- 
cause, according to Bill Olendorf, 
v.p., Tobias, 0'Neil & Gallay. Certi- 

fied's Chicago agency, he has a great 
impact with kids. Bill Zelin, adver- 
tising director for Certified, explain- 
ing his company's kid-appeal ap- 
proach to advertising, says, "Young- 
sters are great little salesmen. They 
have good recall on radio and tv 
commercial jingles, are generally en-| 
thusiastic about products, and often 
have great influence on family groc- 
ery purchases." 

With a SPONSOR-estimated budget 
of $100,000, including the live con-| 
cert costs, television time and talent, 
in-store display material, and adver- 
tising, Certified launched the mer- 
chandising and promotion campaign. 
Gears were set in motion for the big 
push 30 days prior to the campaign's; 
climax, the 14 May, one-hour tele 1 

Certified and its agency hoped tc 
accomplish three major marketing 
(Please turn to page 52) 



3 july 196: 



Summer replacements old hat ? 

^ Summer shows on the networks have declined to 
little more than one-third of the total for summer 1960 

duiiimer replacements on nighttime 
tv may one day become a thing of 
the past. 

The comparison of this summer 
with the summer of 1960 brings this 
trend to the fore. Summer 1960 in- 
cluded these nighttime replacements: 
one at ABC; 14 at CBS, and 12 at 
NBC; while this summer includes: 
two at ABC; five at CBS and three 
at NBC. 

It is interesting to note that almost 
all the replacements at CBS involve 
General Foods. Seeking to avoid 
overexposure of its winter shows the 
client is buying into three summer 
programs. These shows include Spike 
Jones, Glenn Miller, and Ann Soth- 
ern. The other two CBS TV replace- 
ment programs are Playhouse 90 and 
Frontier Justice. One other show 

having its start this summer is Ad- 
venture Theater, but this is planned 
as a. part of CBS' regular schedule. 

Over at NBC, all three replace- 
ments are mysteries. They include: 
NBC Mystery Theater, Kraft Mystery 
Theater, and Great Ghost Tales. 

This leaves ABC with only two re- 
placements: Expedition and Editor's 
Choice, a public information show. 

Some of the new clients who 
bought into ABC TV this month in- 
clude: Ralston and Lehn & Fink for 
Walt Disney Presents; Mennen, 
Beechajn. Carter, Union Carbide for 
Asphalt Jungle; Polk Miller and 
Union Carbide for Cheyenne; White- 
hall for Surf side 6; Mennen, Lehn & 
Fink, and Colgate for Stagecoach 
West; Mennen, Lorillard, and Miles 
for Hong Kong; Beecham for Un- 

touchables; Ralston Purina and (!<>n 
solidated Cigar for Silents Please; 
Brylcreem for 77 Sunset Strip; Met- 
recal and Corio Products for Lave 
and Mr. Jones; Armour, Mennen, 
Metrecal, Lehn & Fink, and Brown & 
Williamson for The Roaring '20's. 

New clients for CBS nighttime in- 
clude: Lever and State Farm for 
Holiday Lodge; General Foods for 
Danny Thomas; Goodyear for Ed- 
tvards News; General Foods for Ann 
Sothern, Glenn Miller Time and 
Spike Jines; Van Camp for Father 
Knows Best; Van Camp for Rawhide. 

The new client picture at NBC 
looks like this: Polaroid and Lehn & 
Fink for National Velvet; Dumas- 
Milner and Ponds for NBC Mystery 
Theater; Lehn & Fink, Polaroid and 
Ponds for Whispering Smith; Polar- 
oid for Barbara Stanwyck Theater; 
Colgate for Thriller; Kraft for Kraft 
Mystery Theater; Ford for Great 
Ghost Tales; Polaroid and Ponds for 
Michael Shayne. ^ 



Hour beginning 







July-August 1960 







April-May 1961 







January -February 1961 50.4 

Source: NTI, average homes per minute, 7 evenings 






■; : . ■!:. ii. :i; :ii- : ; .ill.:... 1 !!:!.: j:iim:., ....iiu,. _ -. miiii: .;i!!iiM,..;.!;i!' . :!Mil ..::i!ii:. : ^: ..;:iin. ■:; : ;!!iii.:,iii:: ....iii!:...,,ii!,' . .:ii!!'..iiiii i !... :.. ...:. ^ : ; j:..i ii^tiiiNiiiinctn: 


Specials scheduled during four weeks ending 31 July 




Project 20 — The Great War 

Project 20 — Those Ragtime 
Years (NBC) 

Purex Special For Women, 
(NBC) The Single Woman 


Lipton, SSCB 7 4 
Purex, Weiss 7 11 
Purex, Weiss 7 18 

Purex Special For Women 
(NBC) Trapped Housewife 

Miss Universe Beauty 

Pageant (CBS) 
PGA Golf Tournament 



Purex, Weiss 7 25 

P&G, Grey 7 15 

Renault, NL&B 
Cumson & Dicke, FS&R 
Pabst, K&E 7 3 



not available t Pa <*age price 

SPONSOR • 3 JULY 1961 



C O 

P A I 








No net service 

I Love Lucy 

P. Lorillard 

various sponsors 


Meet The Press 

1 L $6,500 

ABC News 


No net service 

ABC News 

to net service 

No net service 



Walt Disney 

| Ralston (GB&B) 

Lehn & Fink 
I A-F $94,000 




O-F $35,000 

No net service 

This Is NBC 

No net service 

D. Edwards 


Amer Home 


N-L $9,500tt 


Brinkley Rep. 

Texaco (C&W) 

N-L $6.500tt 

D. Edwards 

Am. Home 

alt Goodyear 


N-L $9.500tt 

No net 


Brinkley Rep. 

N-L SK.&uut 

Canada Dry 


Campbell Soup 


a-F $37,000 

Shirley Temple 


Nabisco (Mc- 


B-Nut Life 

Savers (Y&R) 

Dr-L $70,00( 

No net service 

No net service 

No net service 

D. Edwards 

Amer Home 

(repeat feed) 


Brinkley Rep. 


(repeat feed) 

Focus on 

D. Edwards 

Am. Home 

alt Goodyear 
(repeat feed) 

Brinkley Rep. 

(repeal feed) 

No net 

Kaiser Co (Y&R) 
Noxema (BSCB) 
W-F $82.00( 

Dennis The 


Best Foods 


S«-F $36,000 



Ralsion Gardner 
Mennen (Grey) 
Polk Miller 
(N. W. Aver) 
U. Carb. (Esty) 
Bris-My L&F 
W-F $87,000 

To Tell The 

Am. Home (Bates) 

B.J. Reynolds 


ScF $18,000 

The Americans 



Dow (N.C&K) 

Max Factor. 


Bugs Bunny 
G. Fds. (B&B) 

No net service 


W-F $85,00( 

Armour ( 

DuPont i 


R.J. Reynolds 


Armour (FC&B) 

Ed Sullivan 

Colgate (Bates) 
alt Kodak (JWT) 
V-L $85,800 



Rexall (BBDO) 

Polaroid (DDB 

Lehn & Fink 


A-F $37.0<H 

R. J. Reynolds 

P&G (B&B) 

Pete and Cladys 

Goodyear (Y&R) 



Sc-F $37,000 

The Americans 


The Rifleman 

P&G (B&B) 

W-F $38,000 

Father Knows 

(Scott (JWT) 

Van Camp 

|ScF $34,000 



Miles i 



J. Reynolds 




W-F $41. 0W 

Ed Sullivan 

Tab Hunter 
P. Lorillard 
(L&N) West- 
clox (BBDO) 

Polaroid (DDB 

Lehn & Fink 


Dt-L $39.00C 

Surfside 6 


Bm & Wmsn 



J&J (Y&R) 

Whthall (Bates l 

A-F $87,600 

Bringing Up 


Scott (JWT) 

Sc-F $35,000 

Wells Fargo 

Amer Tobacco 



W-F $47,000 

Wyatt Earp 

Gen Mills (DF8) 

alt P&G 


W-F $40,000 

Dobie Cillis 




Philip Morris 


8«-F $37,000 


Ford (JWT) 

Revlon (Grey) 

My-F $65.00( 

Ozzie & 

Kodak ■ 

Coca ■ 

(M(C I)! 

Sc-F 1 

The Rebel 

P&G (Y&R) 

L&M (D.F.S.) 

W-F $42.50( 

C. E. Theatre 

Gen Electrie 


Dr-F $51,000 

St 7/2 
NBC Mystery 

(Gordon Best) 
P&G (B&B) 
Ponds (NCK) 

Surfside 6 


Danny Thomas 
Gen. Fds. (B&B) 
Sc-F $47,500 

Spike Jones 

St 7/17 
(same sponsor) 


Warner Lambert 

Lehn & Fink 


Polaroid (DDB 

Ponds (NCK) 



West (9-10) 
B & W (Esty) 
Miles (Wade) 
Mennen (WD 
Lehn & Fink 
Colgate (Bates) 
W-F $87,000 

Tom Ewell 

Quaker Oats 


P&G (Burnett) 

ScF $38,000 

Thriller (9-10) 
All State (Bur- 
nett) ; Glenbrook 
(DFS) : Am. 
H. Curtis 
Colgate (Bates) 

Hawaii fi 


Carter M 

Beecham II 

Miles m 



Asphalt Jungle 
L&M (Mo- El. 

Mennen (Grey) 
Beec'iam iK&K 
Carter (Bates) 
Union Carbide 
(William Esty) 
A-F $84.00( 

Holiday Lodge 

Lever (SSC&B) 

State Farm 


AN-F $8-9.000 

NBC Mysiery 

Adv. In Paradise 

Noxzemal SSC&B 
DuPont (BBDO) 
Lever (BBDO) 
A-F $92,900 

Ann Sothern 

Gen. Fds. (B&P. 
Sc-F $24,000 


P. Lorillard 



Ralston (Gardner) 
Slmonlz (DFS) 
Gillette (Maxon) 

Playhouse 93 

S. C. Johnson 


P&G (B&B) 

. Loril. (L&X) 


Star-Kist (Bur) 


B-Nut Life 

Savers (Y&R) 

Tobacco (SSCB) 

((Mv-F $85,000 

Hawaii at 
Am. ssV 
Lorillarc M 
Lever 'I 


American Chicle 
(Ted Bates) 

Candid Camera 
Lever (JWT) 



AuP-L $34,000 

Loretta Young 

Tonl (North) 
alt Warner Lair 
(Lam & Feasley) 
Dr-L $49,50( 

Adv. In Paradise 
L&M (McC-E) 
J. B. Williams 

Whitehall, Am. 
Chicle (Bates) 

Clenn Miller 


Lorillard (L&N) 

G. Fds (Y&R) 

Mu $9,000 


Polaroid (DDB) 
Amer. Gas Co. 

Dr-F $41,00C 

Alcoa Presents 

Aleoa (FSB) 
Dr-F $36,000 

Playhouse 90 


NBC Specials 


Various sponsors 

Project 20 

7/14 « 
Lipton (SSCB) 

Purex (Weiss) 

Nake . 
i. Chicll 
U Carbli 
DuPont ! 


What's My Line 

Q-L $32,000 

This Is Your 


Block (Grey) 

AuP-L $24,000 

Peter Cunn 

(DCSS), R. 1. 

Reynolds (Esty) 
My-F $39,000 

P&G (B&B) 

The Accomplice 

Purex (Weiss) 

No net service 

Playhouse 90 

Purex Special for 

Women (Wiess) 

7/18 & 7/25 

(10-11) • 

Nak £ C 

Brll Ji 

Brn 4> 

W. I* 


am Specials. 

ttOoit is per segment. Prices do not include sustaining, participat- 
ing or coop programs. Costs refer to average show costs including 
talent and production. They are gross (include 15% agency commission) 

They do not include commercials or time charges. This chart covers period 
5 June-2 July. Program types are indicated as follows: (A) Adventure, 
(An) Anthology), (Au) Audience Participation, (C) Comedy, (D) 


SPONSOR • 3 JULY 196] 

G R A P 

3 JULY -31 JULY 










•io net service 

ABC News 


Jo net service lo net service 

ABC News 

No net service 

*lo net service 

No net service 

No net service 

No net service 


.1 i Bates) 

rt (Bales) 


Brinkley Rep. 
Tei aco i ( A m i 
L {i, snnti 

No net service 

D. Edwards 

Philip Morrli 

alt Goodyear 

L I9.500tt 

Brinkley Rep. 

rexaco (CAW) 
: f-L $6,500tt 

No net service 

D. Edwards 



alt Amer Home 

S I. *9.5(M)tt 

Brinkley Rep. 

'1 ^»aii. iCAW 

>-L W.snoti 

No net service 

No net service 

No net service 

e service 

No net service 

No net service 

No net service 


• -tome 
. trier 
^it reed) 


Brinkley Rep. 


(repeat teed) 

No net service 

D. Edwards 

Philip Morris 
alt Goodyear 
( repeat feed) 

Brinkley Rep. 

(repeat feed) 

No net service 

D. Edwards 



alt Amer. Borne 

(repeat feed) 


Brinkley Rep. 


(repeat feed) 

No net service 

No net service 

No net service 


Wagon Train 


Revlon (Grey) 

tf-F $8S,00C 

Cuestward Hoi 

Ralston (GB&B, 


Miles (Wade) 
Sc-P $38,000 





Schlitz (.TWT) 

The Outlaws 
J&W, Pillsbury 

(C-Mlthun) ; 
V-F $88,000 

Matty's Funday 


(Carson Roberts) 

8c- F $10,000 



Van Camp 
DTacket (TAR) 
P. Morris (BAB) 
B-Myers (TAR) 
Colgate (LAN) 
W-F $80,000 


B&W (K.M&J) 

-F $28,000 

The Roaring 20's 

Armour (FC&B) 

Mermen (Grey) 

Metrecal (K&E) 

Lehn & Fink 

Brou n A 



Perry Mason 


Colgate (Bate*) 



My F $80,000 




W-F $78,000 


Wagon Train 

R. J. Reynolds 


Natl Blst. 

(Me- El 

Donna Reed 




Johnson A J 


8c-F $40,000 





The Outlaws 
-Nut Life Savers 
TAR) ;War-Lam 
(LAF) ; Colgate 

Harrigan & Son 
Reynolds (Frank) 
CC-F $39,000 

Nabisco (Mc-E) 

1 Happy 


The Roaring 

Perry Mason 
Sterling (DFB) 
Dracket (TAR) 
Moores (BAB) 


segs open 

im. Tob. (BBDO) 

Leave It To 


Ralston (Gardner, 


Colgate (Bates) 

Miles (Wade) 
8c-F $30,000 


Jl Bates) 

Price Is Right 
Lerer (OBM) 
L $22,500 

The Real 


PAG (CoBptoa) 

Sc-F $41,000 

Zane Crey 


I. C. Johnson 

BAB) P. Lorll- 

lard (LAN) 

-F $45,000 

7/27 L 

Bat Masterson 

(9/29 S) 
Sealtest (Ayer) 
F $39,000 

Miles (Wade) 

R. J. Reynolds 

CC-F $44,000 

Route 66 


Chevrolet (C-E) 

Sterling (DFS) 

Philip Morrij 


A-F $85,000 

5 Star jubilee 

St 5/12 
son (NL&B) 



Bm. A Wmsn. 


alt. K. Clark 


kly-F $80,000 

Tall Man 

R. J. Reynolds 
Block (SSCB) 
|W-F $S«,t*0 

|] ■ 

n P,ls. 



Kraft (.IWTi 


My Three Sons 
Chevrolet (C-E) 
3c-F $49,500 


9-10 p.m. 

V-F $87,000 

achelor Father 



alt Am Tob 


lle-P $38,000 

17 Sunset Strip 


Am. Chicle 



i km: i 

My F $85,000 

Route 66 

Lawless Years 

(5/12 S) 
alt It-Culver 


Br & Wmson 



Lawrence Welk 

Dodge (Grant) 
J. B. Williams 

Mu-L $45,000 


Bm. A Wmsn. 

(Bates) alt 

Lever (KAE) 

The Deputy 


Jen. Cig. (TAB) 

W-F $39,000 

,:e.ot a 

»» (Bsty) 
I Myers 




Armour (FCB) 
LAM (Mc-E) 

chick (Compton) 



My F $00,000 



Great Chost 

si i •; 
Ford (J WT) 


77 Sunset Strip 

R. J. Reynolds 




Beecham (K&E) 

Way Out 
L&M (DFS) 
-F $37,000 

: i i 



7 1 1 St 


Wesl in^hause 

n !•' $12,000 

Lawrence Welk 

Have Cun, Will 

Whall (Bates) 
lit Lever (JWT) 
(V-F $40,000 

The Nation's 

' .el Hr 
' 10-11) 

It Could Be 

PAG (B&B) 

Au-L $18,000 

iVhltehall (Bates) 

CBS Reports 


Face the 


various sponsors 



Mock (SSC&B) 

Tonl (North) 

uP-L $30,000 

Robert Taylor 

in The 




My-F $15,000 

Twilight Zone 
L&M (McCann) 

Colgate (McC) 
A-P $36,000 

' lichael Shayne 

(10 11) 

ly !•' s7^ 

'olarold (DDB) 

Pond- iNl'k i 

Gillette (Maxon) 
Kl Producto 
Sn-L $45,000 

LAM (DFS) alt 



fW F $42,000 

The Nation's 

e heatre 
» 10-11) 

No net service 

Silents Please 
Camp. Quaker 
Derby (McC-E) 
Miles (Wade) 
Balston Purina 
Cigar (WRR) 

CBS Reports 


Face the 


Jo net service 

Law O Mr. 



Lorlllard (Grey) 

Metrecal (K&E) 

Corio Products' 

A-F $41,000 

No net tervica 

Pers. to Pers. 



Block Drugs 

Carter (Pates) 

Michael Shayne 
(Brother) Max 
Factor (K&E) 

I orl Hard (LAN) 
Dow (NCC) 

Make That 


Brn. A Wmaa. 

Gillette (Maxon) 

Miss Universe 

i 10-11 :30) 

P&G (Qrej i 

No net service 

Hocumentary, (Dr) Drama, (F) Film, (I) Interview, (J) Juvenile, (L) 
L-ive, (M) Misc., (Mu) Music, (My) Mystery, (N) News. (Q) Quiz-Panel, 
iSc) Situation Comedy, (Sp) Sports, (V) Variety, (W) Western. tNo 

charge fnr repeats. L preceding date means last date on air. S following 
date means starting date for new show or sponsor in tim slot. J Price not 


3 JULY 1961 



what has an eye^Lpatcl 

do with you ? 

Two things. 

One — it points out how brilliant a job 
advertising can really do. Two — it proves that 
the advertiser who does it generally 
winds up with the business. 

The moral is obvious. 

Which brings up two things more. 

One — there are some 7500 men and women 
involved in the purchase of national spot. 
Of this number — the top 2000 control over 
95% of the total business. We call them 
the "influential 2000". The most economical 
way to pre-sell this "influential 2000" is 
via a schedule in SPONSOR because SPONSOR 
has the greatest penetration of influence 
with this "influential 2000" of any book 
in the broadcast field. 

Two — give your ads a "patch" of individuality. 
Without it — the page you buy is empty. 
With it — you can spark a purchase, increase a 
schedule, motivate a new appraisal, change 
a buying pattern and build your station's 
volume every year. 


40 East 49th St. MU 8-2772 New York 17 



C O 

P A F 







Lamp Unto M| 

Look Up & Livi 





A. B. Staley; 

Armour; Antell; 

Boi; Ami; 

cont'd Tues. 

Cale Storm 


I Love Lucy 

Video Village 


Say When 

Sterling alt sust 


Brillo; Carters; 
B. Myers; Ex- 

Play Your 



Price Is Right 

alt sust 

alt sust 



cont'd Wed. 

Filbert; Ch. 

Cale Storm 


I Love Lucy 

Video Village 


sust alt 

Sterling alt sust 


Say When 


alt sust 

Price Is Right 

Ton! alt 

sust alt Lever 

Camera Three 


Love That Bob 

(Lehn & Fink) 





Culver alt 


Love That Bob 


Mennen alt Miles 


Frigidaire alt. 

B&B alt Culver 


(Lehn & Fink) 
General Mills 

Love of Life 


Amer Home Proc 
alt sust 

Truth or 

Miles alt sust 
alt sust 


Love of Life 


Am. Home 

Truth or 

B-Nut alt sust 
Culver alt sust 

Number Please 

Search for 



Cuiding Light 

It Could Be You 

P&G alt. sust. 
E-Lx alt Clver 

Number Please 

Search For 



It Could Be You 

Cuiding Light 

News (12:55-1) 

n Min« 

Direction '61 


AdouI Faces 

Midday Report 




No net service 

About Faces 

Midday Report 




No net service 

No net service 

Frontiers of 


World Turns 

Upton alt 
H. Curtis 

No net service 

World Turns 

Sterling alt 

No net service 

Major League 

(to concl. ) 
(4/16 S) 

Day in Court 

Face the Facts 

Jan Murray 

Toni alt sust 

alt sust 

Day in Court 

ace the Facts 


|an Murray 

Ungintine alt 

Baseball Game 
of the Week 


A. Busch % reg 

Gen'l Ins. Yi 


G. Mills 1 min 

Seven Keys 

Art Linkletter 

Wlms. alt sust 

Loretta Young 
sust alt B-Nut 

Williams alt 
S C Johnson 

P&G alt sust 
Ail-Star * 
Baseball # 

Seven Keys 

a.rt Linkletter 

thicken of the 

Sea alt 
1. B. Williams 

Loretta Young 

Pillsbury alt 


Borax alt sust 

Young Dr. 

Toni alt Purex 


Major League 

Queen For a 


Young Dr. 

P&G alt. Borax 

Queen For a 

Lever alt sust 

alt sust 

Glenbrook alt 


Major League 

Who You Trust? 

American Home 

Verdict Is Yours 


From These 

Pbury alt B&B 
Toni alt B&B 

Vho You Trust? 

\ er dict Is Yo urs 


From These 

Plough alt sust 

Lever alt 

Vho Y«|* 

Eichman Trial 


Major League 


Brighter Day 

Lever alt sust 

Secret Storm 
Amer Home Prod 

Make Room For 



alt sust 



B-Nut; Cleara- 

. Ell ; Richard 


S C Johnson 
Brighter Day 

Secret Storm 

alt Quaker 

vlake Room For 



Issues Cr 


PCA Coif 

7/30 (4:30-6:00) 
Renault (NL&B 
Cumson & Dickif 
tCFS&B) Pabst 

Amer. Band. 

Int. Shoe, Clear- 

asil, Warner. 

Lambert. N. 

Warren, Antell 

Edge of Night 

H. Curtis alt 


Here's Hlywd. 


alt Jergens 

Amer. Band. 

M&M; Lever; 

Toni; Noxema; 


Int'l Shoe 

Edge ef Night 


It R. T. French 



B&B alt 



Matty's Funday 









Five O'Clock 






Five O'Clock 



Rocky & 


O. Mills, Am. 

Chicle. P. Paul 

Amateur Hour 
J. B. Williams 

Chet Huntley 
JFK Report #5 

6/4 « 
Mutual of Omahi 
N CI T.nlf 6/1: 

Rin Tin Tin 
Gen. Mills, 

locky & Friends 

Kool Aid 

tNote: ABC Mon.-Fri. daytime sponsors rotate on a weekly basis. Various CBS daytime sponsors rotate during 10 a.m. -noon. 
*2:45-conc. 7/31; Gillette (Maxon), Chrysler (Bur.) 


The network schedule on this and preceding pages (46, 47) 
includes regularly scheduled programing from 3 July- 
31 July, inclusive (with possible exception of changes made 
by the networks after presstime). The only regularly 


G R A P 

3 JULY -31 JULY 


:; nbc 










r Lucv 


Say When 



Minute Maid 

Lehn A Fink; 


Warren; Metr 

I Love Lucy 

Say When 


Sterling alt 


Sterling. War 

Lam, Welch, 

Uncle Ben's, 


I Love Lucy 

Say When 
B-Nut alt sust 



Partic, sponso: 

Natl. Biscuit 
Remco, Am Doll 
Cracker Jack, 

Bakers Choc., 




cal: Plastl-Koi 
Minn. Mining 

cont'd Fri. 

Video Village 

Play Your 

Colgate alt 


Miles alt Helm 


Video Village 


Colgate sust alt 

Colgate sust alt 

Mighty Mouse 


Colgate alt 

King Leonard & 

Short Subjects 

Gen. Mllla. 



Price Is High 1 

Sterling alt su 

Heinz alt Culvi 

Cale Storm 


Price Is Right 


sust alt 

Cale Storm 


S. C. Johnson 

Price Is Rignt 

Lever alt sust 

Culver alt Tonl 

Magic Land 



Miles Nabisco, 


Lever alt Gen. 


Nabiieo alt 


Love That Bo i 


G. Mills 
alt Lever 
Heinz alt 

Love That Bol 




Simoniz alt 

Roy Rogers 


Lone Ranger 
Gen. Mills. 


'•I»» Pro I 

Truth or 

Heinz alt 


— pZg 


Love of Life 

R. T. French 
alt Nestle 

Truth or 

Toni alt Menne 


Love of Life 

sust alt Lever 

sust alt 

T/uth or 


P&G alt 

Sky King 

My True Story 

Dow alt Slmonii 

r For 

n row 

Could Be You 


Heinz alt Tonl 

Number Pleas I 

Search for 



It Could Be Yoi 

i Light 

News (12:55-1 

« Mill. 

Cuiding Light 

News (12:55-1 
G. Mills 

Number Please 

Search for 



Cuiding Light 

Could Be You 


P&G alt Miles 

News (12:55-1) 
fi Mllli 

CBS News 

Detective Diary 

tit >ust 


9) lust 

No net service 

About Faces 


(1-1:05) sust 

About Faces 

No net service 

Midday Repor! 

No net service 





No net service 

No net service 

Mr. Wizard 

■It urns 


No net servio 

As the World 

No net service 


World Turns 

Best Foods 
Carnation alt 
R. T. French 

No net service 

su ft 

! Fact; 


Jan Murray 

Jergens alt 

Whiteh all 

Purex alt Colgat 

Day in Court 

Face the Fact; 

sust alt 

Ian Murray 


Borax alt 



Day in Court 

Face the Facts 

Best Foodi 

Pillsbury sust 

Jan Murray 


Whtehl alt. sust 

Jergens alt Pure 

■ Bros 


Major League 
(to concl.) 
(4/15 S) 

Loretta Young 

Borax alt 

Seven Keys 

Art Linkletter 
Lever alt Drackel t 

alt sust 

Loretta Young 
P&G alt sust 

Seven Keys 

Art Linkletter 
Lever Bros 

Heinz alt P&G 


Loretta Young 

G. Mills alt 


P&Q alt G. Mill 

Baseball Came 

of the Week 



Schlitz % 
Busch H reg 
Mills 1 mln 



Dr. Malone 

Gen. Mills alt 

Queen For a 


alt Lever 

Purex alt Lev 

all sust 

Dr. Malone 

Miles alt Culve 

P&G alt G. Mia 

Queen For a 

R. T. French 
all Best Foods 

Gerber alt. Nab 

Dr. Malone 

Mennen alt sust 

Glenbrook alt 



Major League 

s Your 


II Ml alt 


ir ,hr Day 

From These 


Pabury alt sus 

IVho You Trust' 

Nabisco alt 

Verdict Is Your t 

Sterling alt LevdV 

R. T. French 
alt Johnson 

From These 

sust alt 


Purex alt sust 

Who You Trust 

Verdict Is Your 

alt Johnson 

From These 


Colgate alt 


Borax alt B-nut 


Major League 

Make Room Fo 

■ Ij» Pro* 

alt sust 

Amer. Band 
B-Nut, Welch, 
Lehn & Fink, 
Plough, Lever 

Brighter Day 

Secret Storm 

A. Home alt 
R. T. French 

Make Room Fo 


sust alt 

Amer. Band. 

Welch, Lever. 

Tonl, Noxema, 
Carter, Northar 
Warren, Plough 

Brighter Day 

Lever alt sust 

Secret Storm 

Am IT. alt 

Make Room Fo 

Borax all sust 

ABC's World 

of Sports 

R. J. Reynold! 

Ilumhle Oil. 



Major League 

, ]ci Night 


Mennen alt 


Culver alt Ton 

Ame. Band. 

Tnni. Stridex 

Minn. Mining, 


Edge of Night 


alt sust 



B-Nut alt C, Mis 

Heinz alt 

Amer. Band. 
B-Nut. Tnfl 
Shoe, Block 

Edge of Night 
all s C Johnson 

Amer Home alt 



G. Mis alt. 


Carters. Gen. 


Colgate sust alt 

Major League 

c clock 
!ai" s 
J| 10 > 





Five o'clock 






Five o'clock 

Rocky and 
His Frieads 

Gen. Mills 

Rin Tin Tin 
Gen Mills 

PCA Coif 

Renault (NLAB 

Cumson a Dlcki 

(CI s\-R) 

Pabsl (KAE) 

Captain Gallant 
sut alt. G. Mills 

cheduled programs not listed are: Jack Paar, NBC, 11:15 
).ra.-l a.m., Monday-Friday, participating sponsorship; 
Sunday News Special, CBS, Sunday, 11-11:15 p.m.; Today, 
|i 7 -9 a.m., Monday-Friday, participating; News CBS, 8-8:15 


Monday-Friday, Captain Kangaroo, CBS, 8-15-9:00 
Monday-Friday, participating sponsorship; and To- 
day on the Farm, NBC, 7-7:30 a.m., Sat. All time periods 
are Eastern Daylight. 




Those replying to this week's 
question are: 

• Harriet Rex, J. Walter Thomp- 
son, New York 

• Norton Wolf, Benton & 
Bowles, New York 

• Howard M. Wilson, Kenyon 

& Eckhardt, New York 

• Richard Karp, Reach, McClin- 
ton & Co., New York 

Harriet Rex, v.p. and copy group head, 
J. Walter Thompson, New York 

To open with a good, resounding 
cliche, "let's put first things first." 
Just what is a cliche? And how did 
it get that way? Many a cliche 
started life as a bright new idea. The 
first person who wrote about a "se- 
cret ingredient" had come up with 
something fresh and intriguing. The 
two hundredth person who wrote 
about it just didn't want to think 
very hard. 

For our better understanding of 
the genus cliche I am going to di- 
vide it into three main categories. 

1. The raring - tearing non - stop 

One example will suffice. The an- 
nouncer steps up to the camera, he 
holds up a package, and he smiles. 
Oh, how he smiles! 

Then he says, "Friends — you'll love 
Bleebo's. They're tangy-sweet. They're 
crunchy-crisp. And there's a secret 

Ones so fa- 
miliar we un- 
thinkingly use 
them, such as 
"Look for it at 
your grocers" 

ingredient in Bleebo's. The secret of 
Bleebo's deep-down, nutty goodness 
is . . . listen close, Folks . . . it's nuts! 
And one could say the same for 
any tv-radio writer who would string 
such tattered phrases together and 

call them a commercial. 

But think a minute. Who among 
us can honestly say he is never guilty r 
of the hyphenated, exaggerated, rich, 
ringing, advertising phrase? Let him 
who is without sin cast the first 
cliche! The moral — guard vigilantly 
the freshness and believability of 
your writing. 

2. The good old standard every- 
day cliche. 

This is a more insidious type . . . 
the workaday phrase that may have 
become so familiar you write it down 
without even thinking about it — like, 
"Look for it at your store now" and 
"Ask your grocer." But somebody 
did think about that one — while writ- 
ing the now-famous Dilly Bean com- 
mercials — and came up with this at- 

"If your grocer doesn't have them, 
knock something off the shelf on your 
way out." The suggestion was so 
widely acted upon, it had to be dis- 

Then there is "new" — and "totally 
new." "Now" and "now for the first 
time." There are a lot of old ways to 
say "new." But again a writer took a 
fresh look and came up with this 
fresh-sounding, right-to-the-point line 
for ScotTowels. "Just invented — the 
first paper towel you can use like 

I could go on, but you get the 
idea — take a fresh look. It often 

3. The new cliche. 

This may sound like a contradic- 
tion, but you can probably guess 
what I mean. Someone comes out 
with an idea that is fresh, new, dif- 
ferent. Immediately it is so widely 
imitated it becomes old and tired be- 
fore its time. 

You know how it goes! One ad- 
vertiser scores a great success fea- 
turing rugged, virile men — and sud- 
denly you're watiching rugged, virile 
men all over your television screen. 
This third cliche is the hardest to 
guard against because it is such a 
temptation to imitate success. Pio- 
neering offers more dangers — but 

more rewards as well! 

And now for an important ques- 
tion — When is a cliche not a cliche? 
The answer — when it is the simplest, 
most effective way to put your mes- 
sage a,cross. When you have searched 
for a fresh, different way to say it 
and come back to "new" or "tastes 
good" or something equally simple 
and direct as doing the best job in a 
particular case. I won't belabor this 
point, but I did want to make it. 

Let us be kind but firm in dealing 
with cliches . . . They have their vir- 
tues! They are comfortable. They 
are understandable. They are, above 
all, durable. But one fault they all 
have in common. Like the old gray 
mare, they ain't what they used to be. 

Norton Wolf, V -P- & creative super- 
visor, Benton & Bowles, New York 

The cliches that offend most (and 
most often) are the ones that happen 
because of the lack of an idea. Here, 
as we gingerly cast the first stone, 
are three examples. 

your commer- 
cial with unre- 
lated attention- 
getting gim- 

1. The Von Braun Syndrome. 

Open on Atlas Rocket on launch- 
ing pad . . . Anncr (VO) : 4-3-2-1 
. . . Blast off! . . . Sound: Rocket 
roar . . . Follow rocket into space 
. . . Anncr: Yup! She's up! ... A 
triumph of American know-how and 
precision timing . . . rocket flame 
dissolves into Mark IV "astromatic" 
zooming through cosmos . . . Anncr: 
And here's another triumph of Amer- 
ican know-how and precision timing 
. . . the fabulous new . . . (and on 
and on). 

Cliche No. 1 happens when the 
writer doesn't dig deep enough — oii 
at all — to find a basic idea about the 
product. So, with nothing to say, he 


SPONSOR • 3 JULY 1961 

ries to hitch a ride on somebody 
;lse's success story. (Consolation: At 
east the rocket got off the ground). 

2. Man, that's Coffee! 
Wife in chiffon preignoir, smiles 

jxpectantly, as husband sips break- 
ast coffee . . . Anncr (VO) : Just one 
dp . . . man raises eyebrow . . . and 
we know you'll say Lepke's Coffee 
. . . man smiles and winks at wife . . . 
is richer, deeper, heartier . . . wife 
winks at husband . . . with a deeper. 
Jeep-down satisfying satisfaction . . . 
wife holds up can of Lepke. points to 
name on can . . . that only Lepke can 
give you . . . husband sips, raises eye- 
brow, smiles and winks at wife . . . 
:up after mellow cup . . . man drains 
cup, smiles, winks, kisses wife . . . 
of Lepke's . . . wife holds can and 
winks at viewer . . . richer, heartier 

. (and on and on) . 

Cliche No. 2 strikes when the writ- 
er forgets that he is, first of all. a 
(writer. Making suitable allowances 
for modesty, we are all heir to the 
language of Shakespeare. Neither the 
words, the stage, nor the players have 
changed that much. (Upshot: Empty r 
words and empty people will empty a 
theatre but not a grocery shelf.) 

3. Brand Name Goes Here 
Anncr in booklined study . . . 

Anncr (smiling) : Hello there, I'm 
Mervin Ferble with the biggest news 

in history! Pours glass 

of . . . Now, when you 

really want something to perk up that 
pooped out feeling . . . Sits on ham- 
mock, lights up a . . . get 

with a relaxing . . . But 

don't take my word for it, folks . . . 
1 and on and on) . 

Cliche No. 3 traps the writer be- 
cause, well, what could be more sin- 
cere than sincere Mervin Ferble tell- 
ing the folks how sincerely he likes 

— . . . (and on and on). 

i Pitfall: Can a man who moves his 
eyes while he reads the Teleprompter 
be really sincere?) 

In short, the way to avoid the 
cliche is to dig for a real selling idea 
—and present it freshly, vigorously, 
and full of beans. 

Howard M. Wilson, senior v.p., crea- 
'•■ services, Kenyon & Eckhardt, N. Y. 
To the dictionary purist, a cliche 
is a hackneyed literary phrase. In 
this disquisition, a tv-radio cliche 
will be pictorial and musical, as well 
as verbal. 

(Please turn to page 53) 


3 july 1961 



You know that it's the extra push that makes the difference 
between an average campaign and a "Red-Letter Success." 
You get that EXTRA PUSH when you buy WOC-TV 
WOC-TV effectively specializes in co-ordinating and mer- 
chandising your buy at every level — the broker, whole- 
saler, direct salesman, key buyer as well as the retail outlet. 

This "togetherness" sells products in the nation's 47th TV 
market. More than 2 billion dollars in retail sales ring on 
the retailer's cash register Over 438,000 TV homes are 
within the 42 counties of WOC-TV's coverage area. 


Col B J Palmer 

D D. Palmer 

Ralph Evan, 

\Xm D Wagner 

C Sanders 




To the National Advertiser, 
WOC-TV offers the greatest 
amount of local programming — 
over 33 hours each week — and 
the finest talent in the area put 
these programs across. 

Your PGW Colonel has all the 
facts, figures and other data as 
well as day by day availabilities 
See him today 



What does BONDED's show 
print service include? 

EVERYTHING -integrating 

and scheduling commercials, 
examining and repairing after 
use and reporting each step 
along the way. 




A Division of 




Presenting the 







WWL-TV presents 
the favorite of New 
Orleans . . . ANN 
ELLIOTT. 9:30- 
10:00 AM Mon- 
days thru Fridays 
with the latest in 
recipes, styles and 
household hints. 
With Ann will be 
another New Or- 
leans favorite 

Represented nationally by Katz 




Young man with successful 
record of client relations and 
sales building seeks opportu- 
nity with station or rep. Crea- 
tive presentations and ideas 
that sold. Experienced on food 
and allied package goods. Will 
welcome interviews. 

Box 108 
40 E. 49th Street 
New York 17, N. Y. 

Reps at worl 

Ceorge A. Schmidt, Radio Tv Representatives, New York, believes 
in the concept of radio as being "attuned to the habits and tastes of 
the majority of the people which, in turn, reflects itself in the re- 
sponse to the advertisers' message. Only independent radio stations 
are capable of supplying this program technique. The networks, by 

offering big deals at low cost per 
listener, are attracting much at- 
tention from the 'big time' adver- 
tisers, but a knowledgeable adver- 
tiser or his agent (timebuyer), 
will find that, with some extra ef- 
fort, the individual station buys in 
the market he really wants to de- 
velop, are much more personal 
and effective. Let's face it square- 
ly — the home community is still 
the vital source. Its interests are 
localized and must be serviced. 
Only local radio can fill this bill, so perhaps time salesmen should 
really try to be reps and truly represent local radio, rather than try 
consistently to kill off competition by the use of negative classifica- 
tions, such as rock 'n' roll, long hair, good music, noise, etc." 

John P. Dowling, Storer Television Sales, puts stress on the way 
"television stations put a tremendous effort into producing public 
service programs. The extent of these efforts and their advertising 
value are not too often recognized by national advertisers and their 
agencies. Many of these programs generate a great deal of interest 
and often involve community lead- 
ers and important local affairs. It 
seems they would be good sales 
and prestige builders for national 
advertisers. These programs are 
promoted to the fullest extent by 
the stations, and their audiences 
almost always are of respectable 
size. In addition, they attract the 
better informed residents of the 
community who are generally the 
people in a position to influence 
buying patterns. Under these cir- 
cumstances local public service programs would serve as excellent 
vehicles to introduce a new product or to upgrade an old product or 
to improve a company's image. It would behoove agencies and adver- 
tisers to give more attention to the opportunity those programs pre- 
sent. For instance, when setting up yearly budgets it might be a 
good idea to make an allocation for local spectaculars." 



3 july 1961 

G 111111 


6 out of 10 copies 
of SPONSOR go to 

* iPONSOR • 3 JULY 1961 !■> 


(Continued from page 30) 

cause no saturation is either sited or 
anticipated, televisions take has the 
healthiest of outlooks. Tv, in fact, in 
the years ahead, looms as something 
of a cold war battleground, the home 
screen reflecting as never before the 
new product races, new packaging 
dimensions, management shakeups, 
agency switches and the like with all 
of the ecstatic dramaturgy at the ad- 
man's command. For. as David Loeh- 
wing in Barron's lias projected, the 
market for beauty preparations is ex- 
pected to expand more rapidly in the 
next few years than it has in the past. 
"The millions of girls born during 
the baby boom of the postwar dec- 
ade," Loehwing reports, "are now 
reaching the age of greatest cosmetic 
use. Moreover, these girls start ex- 
perimenting with lipstick, powder 
and mascara when they are 12 or 13 
years old." (Scholastic Magazine's 
1959 consumer study showed that at 
the junior high school level, 78.4% 
of girls use lipstick, 62.5% use nail 
polish, 63.4% use lotion and cream, 
and 71.4% use deodorants. 

Too. as more and more women 
leave the home for the office, the com- 
pulsion to "smartness" is stronger 
than ever. (The beauty aid com- 
panies' consideration of the working 
woman is reflected in the sharp in- 
crease of nighttime tv over daytime 
tv as the primary buy). 

James 0. Peckham, executive v-p 
of A. C. Nielsen Co., predicted in 
August 1960 that by 1969 the con- 
sumer purchase of toiletry products 
will be 65% over the 1959 volume. 
The Television Bureau of Advertising 
has little doubt that network and 
spot promotions will account for 
much of it. So whatever significance 
is attached to the abnormally heavy 
agency switches, two conclusions are 

1. The cosmetics and toiletry in- 
dustry is never for long out of a 
state of flux. 

2. Tv is the buoyant gainer. 

And there is little chance that the 
wind will shift until the beauty-aid 
people and the television screen have 
turned every red-blooded American 
woman into a Brigitte Bardot, an Ava 
Gardner, or — if the imagination can 
stretch that far — an eternal Sandra 
Dee. ^ 


{Continued from page 33) 

on WJR in Detroit. 

Soon after. Doxsee branched out 
its campaign and currently these sta- 
tions (in addition to WNBC. N.Y.) 
are talking up Doxsee Clam Products 
in its respective areas: KTNT. Ta- 
coma. Wash.; KOL. Seattle. Wash.; 
WJR. Detroit; KNX, KABC, and 
KFI, all Los Angeles; KOIN. Port- 
land, Ore.; WBAL. Baltimore; WGBS, 
Miami; and KMOX. St. Louis. 

There seems to be no doubt in the 
minds of the Doxsee people, that ra- 
dio is their medium. To bolster their 
belief in the medium, the company 
renewed its campaign for six months. 
This, despite the fact that clams are 
considered a cold weather dish, will 
take the sell right through the sum- 
mer months. 

"And," says the Smith/Greenland 
account executive, "we'll keep right 
on renewing and make it a year-round 
program." By next year, according 
to this same source, Doxsee will be 
spending over $100,000 on New York 
City stations alone. 

"The leader, of course, will be 

The eventual goal is the invasion of 
all the markets. Upstate New York 
and the New England markets are on 
the agenda for early fall. 

The reasons for the swift expan- 
sion program are these: first, there's 
the 60% sales increase chalked up by 
the end of the first 13-week flight. 

Second, with the renewal period 
just ending its second month, sales 
are still up 50% over last year. This 
period, incidentally, included the loss 
of a Lenten month during which sea- 
food sales need no hard sell (last 
year it ran through 27 April, this 
year, 2 April) . 

Last, but not to be overlooked, is 
the interesting fact that sales continue 
to soar despite the hepatitis scare cur- 
rently making the rounds. 

In this instance, Smith/Greenland 
has borrowed the advertising strategy 
used by BBDO during the not-so-long 
ago cranberry episode: no reference 
whatsoever is made to the epidemic. 
And no one points out that Doxsee 
clams do not come from the so-called 
infected areas. Ad man Parker sums 
it up like this: "although Doxsee 
was no stranger to grocery shelves 
everywhere, radio provided the pick- 
it-up motivation it lacked." ^ 


(Continued from page 35) 

Mr. Barlow Fields 
Balmoral Club 
Nassau, B.W.I. 
Dear Barley: 

I do wish you'd stop acting like 
Captain Bligh set adrift by muti 
neers. You're there for a rest which 
you obviously needed, and our onl) 
disappointment is that you didn' 
continue on to New Zealand. Tv buy 
ing-wise, we've snapped the lock — sc 
stop worrying. All but one of oui 
major clients are safely placed ir 
shows for this fall. The media boy 
on both sides of the fence did 
grand job of selection, double 
checked everything on calculators 
then re-checked the calculators. 

The lone hold-out is the Squat-( 
Seat Cane account who think the 
want "something different," so there' 
not much anyone can do for them. 

Got quite a chuckle out of you 
mention of show buying in the day 
of the Sponsor's Wife — boy, doe 
that ever date you! 

Now you stay there until we te 
you. Meanwhile, here's some gla 
tidings: Last week, the Directoi 
elected you a Vice President (no ir 
crease, Barley, but a good solid title 
You may have outlived your usefu 
ness as a tv showman, but this actio 
by the Board proves one thing 
BD&T takes care of its own. Pla 
hard and sleep well. 



Mr. Gulliver Gammidge 
Executive v.p. 

Balder, Dash & Twaddle Agency 
New York, N. Y., U.S.A. 
Dear Gully: 

So now I'm a V.P. In charge I 
nothing, I suppose. Well, thanks i 
million! The higher one gets kickil 
upstairs, the better the view. 

And when I say "view," I mel 
the whole picture! Now I can tl 
you exactly what's wrong with shcr 
buying today. "Ho, ho, ho," I c i 
hear you say, "Old Barley's been q| 
in the noonday sun." Well, ho, hi 
yourself ! 

Funny you should have sneered t 
my nostalgia for the Sponsor's Wit 
Because I've just met one — a live oe 
who is cute as a button and smart s 
a whip. Funny too, you should mJ 
tion our Squat-0 Seat Cane accoil 
is holding out for a "different shov" 



3 JULY 1< 


Because it's all part of my story. 

As you gathered from my first let- 
ter, I was feeling pretty unwashed 
and unwanted. The Planters Punches 
helped, but not much. I honestly 
longed to conform in our new tv era. 
So one afternoon I wandered into 
Dirty Dick's Hotel Bar to do some 
heavy thinking. 

The Trade Winds tinkled pleasant- 
ly through my ice cubes, creating a 
sort of Chinese wind-bells effect, and 
soon I found myself working out 
some show-buying formulae on the 
back of a cocktail napkin. Here is 
one for buying a weekly Western: 
H 2 N 

= CPM 


Translation: Horses squared times 
/Nielsens divided by Fire Power 
l equals cost-per- 1,000. If you like it, 
.paste it in your hat. 

Six swizzle sticks later, I was at- 
tempting to adapt this formula to 
other show types. By substituting 
.for Horses such factors as CRSOS 
(Children's Roller Skates on Steps), 
GS (Guest Stars), TC (Trench Coats), 
,| a( and USS (U. S. Senators), I was on 
the point of fitting it into buying sit- 
uation comedies, variety specials, 
.u mystery/adventure and public affairs, 
respectively, when, all of a sudden, 
here came a spectacular interruption. 

For a moment, I thought the local 
Straw Market had exploded. A cas- 
cade of floppy rattan sombreros and 
ote bags descended on my table, ex- 
Dosing to view the person who had 
ately held same. She was taffy- 
laired, Vic Tanny-slimmed, and, 
.vhile of indeterminate age, was cer- 
ainly some years my junior. 

"Sorry, dad," she said. "I guess 

over-shopped." I helped her pile 
lp her purchases like a hay-rick by 
he table, and invited her to have a 
Irink. While waiting to be served, 
she began studying the doodles on 
ny cocktail napkin. 

"Rocket fuel or atomic fission?" 
•he inquired. 

"Neither," I smiled. "They are 
ormulae for . . . er, show business." 

"Show biz!" she exclaimed. "Now 
ou're hootin' down my rain barrel." 

She then told me her name was 
iebe Freitag, and how she was born 
n a trunk on the old RKO circuit, 
>ecame third G-string from the left 
n the Minsky line, and went on to 
narry the late founder and president 
(Continued next page) 



National and regional buys 
in work now or recently completed 



3 july 1961 


Star-Kist Foods, Inc., Terminal Island, Cal.: Campaign for Star- 
Kist tuna begins 9 July in 30 top markets. Moderate frequencies of 
day and night minutes are set for nine weeks. Buyer: Vince Auty. 
Agency: Leo Burnett Co., Chicago. 

General Mills, Inc., Minneapolis: Buying schedules for Betty 
Crocker Potato Mixes, market by market, regionally and sectionally. 
Placements are 13 weeks, day and night minutes and 20's. Right 
now the push is mostly in eastern markets. Buyer: Phil Archer. 
Agency: Knox Reeves Adv., Minneapolis. 

Armour & Co., Chicago: Scheduling two-week campaign this month 
for its meat products. Minutes and 20's, about 70% daytime, will run 
Wednesday through Friday. Frequency is 10 spots per week per 
market. Buyer: Paul Schrage. Agency: Young & Rubicam, N. Y. 
Alberto-Culver Co., Melrose Park, 111.: Upgrading and heavying- 
up schedules in 20-25 markets. Frequency is being increased by 
seven 60's per week per market through 31 December, on the current 
run. Buyer: Cecilia Odzimoek. Agency: Compton Adv., Chicago. 


Bay Petroleum Co., Houston: Going into 21 southern and south- 
western markets early this month with schedules of traffic and week- 
end minutes and 30's for Tenneco gasoline. Schedules are introduc- 
tory in 12 of the markets, using 15 and 30 spots per week per market 
for four weeks. Continuing schedules, in nine markets, are mostly 
six weeks, 15 to 40 spots per week per market. Most markets are 
two- and three-station buys. Buyer: Margo Teleke. Agency: Reach, 
McClinton & Co., New York. 

Best Foods Div. of Corn Products Sales Co., New York: Placing 
schedules in 36 markets for Hellmann's and Best Foods mayonnaise. 
Monday-through-Friday day minutes. 20's and 30's are being sought 
for four to eight weeks. Buyer: Joe Campion. Agency: Dancer- 
Fitzgerald-Sample, New York. 

Accent-International, Skokie, 111.: About 12-15 top markets get 
schedules this month for Ac'cent food seasoning. Placements begin 
3 and 31 July for four to eight weeks, 50-50 housewife minutes and 
30's. Twenty to thirty spots per week per market are being used. 
Buyer: Marianne Monahan. Agency: Needham. Louis & Brorby, 

Cream of Wheat Corp., Minneapolis: Placing short schedules for 
Cream of Wheat to run in July and August in about 50 markets 
Buys are Monday-through-Friday day and traffic 20's and. where 
possible, 30's; five-six spots per week on two to three stations in 
most markets. Fall plans are for an expanded market list. Buyer: 
Betty Hitch. Agency: BBDO, Minneapolis. 


of Squat-0 Seat Canes. Her husband 
became late in 1949 when, while out 
dining in a playful mood, he attempt- 
ed a sword-swallowing act with a 
shish-kebab flambeau. I remarked 
that it was a small world since the 
Squat-0 account was now in our 

"Then you're from Admansville?" 
she asked. I admitted I was, in a 
way. She tapped the napkin. "And 
you think that's the way to buy 
shows?" she demanded. 

"I suppose one must have a sys- 
tem," I said. 

"Oh, I've dealt with your kind," 
said Bebe. "You see, I was the Spon- 
sor's Wife. In spades. And I used 
to tell Fred — he was my husband — 
no matter what anyone says, Fred, 
you can't buy top entertainment like 
you are handicapping horses." 

You may be too young to remem- 
ber, Gully, but during the latter '30's 
and much of the '40's, Squat-0 spon- 
sored some of the greatest shows on 
radio, introduced talent that is still at 
the top today, got runaway ratings 
without seeming to try, and became 
the envy of just about every other 
broadcast advertiser. Imagine! And 
all because a fresh little hoofer, who 
didn't know any rules and probably 
still thinks Media is just a town near 
Philadelphia, wouldn't let her hus- 
band or his agency buy any show she 
didn't personally like. 

"You know how I used to pick 
'em?" Bebe confessed. "Like I'd buy 
a new hat. I'd cast an actor because 
of his smile or the length of his side- 
burns. I even hired a whole band 
once because one of the clarinet play- 
ers looked like John Barrymore. And 
nobody with a market analysis ever 
got in my way because Fred paid 
the freight. 

"In show biz," Bebe went on, "you 
gotta have it here!" and she tapped 
her decolletage. I agreed she had it 
there although "heart" is what she 
meant, of course. 

I admit Bebe's system doesn't 
sound very scientific. But I also re- 
member it often worked. And worked 
maybe better than all these numbers 
we get lost in today. People still go 
for what they like, only somebody's 
got to like it first. Otherwise how do 
you explain Picasso and calypso 

Yes, Gully, you can sit up there in 
your aluminum tower and wail that 
there'll never be another / Love Lucy 


rating-wise. And I, with a longer 
memory, can moan that we'll never 
see the day again when telephones 
across the nation froze into silence 
from 7 to 7:15 every night because 
Amos V Andy was on the air. But 
we're not helping. 

This is what I was trying to say in 
my first letter — that the excitement 
has gone out of show buying. And 
if the buyers don't get excited buy- 
ing, how do they expect viewers will 
get excited viewing? Excitement is 
an emotional thing and it spreads 
like measles. I had all but forgotten. 
Until Bebe reminded me. 

And now, Gully, brace yourself. 
It's just a week ago that Bebe and I 
met, and — well, there's something 
about the way the moon sprays silver 
on the sea down here and the stars 
drop lower and . . . (that's right, I 
even used to write copy in the old 
days too). What I'm trying to say is. 
don't worry about trying to find that 
"different show" for the Squat-0 ac- 
count yet. You see, Bebe, although 
she's kept in the background for 
years, inherited better than 51% of 
the Squat-0 stock, and as her new 
husband I'll run their advertising as 
soon as we get back to New York. 
And Bebe will once again be the 
Sponsor's Wife. 

So hire yourself another v.p. and 
see if you can't lav your hands on an 
old sponsor's booth. We're going to 
try an old formula: 

E + FI = SCS 
That is: Excitement plus Feminine 
Instinct equals Seat Cane Sales. 
P.S.: You'll find another package of 
sparklers in my desk in case vou'd 
like a rest cure too. ^ 


(Continued from page 38) 
objectives via this undertaking. The 
targets were: 

• To create a consumer image for 
Certified - owned Country's Delight 
milk products, one of the largest milk 
distributors in the chain's marketing 
area, producing a quarter million 
quarts daily 

• To introduce a new ice cream 
line under the Country's Delight label 

• To build in-store traffic for Cer- 
tified retailers 

Focal point of the four-week mer- 
chandising effort was a consumer 
"contest," in which Certified's cus- 

tomers were urged to submit entry 
blanks in order to win tickets to the 
live performance of "Captain Kan- 
garoo's Kid Concert." Along with 
Keeshin as Captain Kangaroo, the 
concert featured the 60-piece CBS- 
Chicago Symphony Orchestra. 

All Certified's advertising during 
the four-week period prior to the 
concert was geared to stimulate en- 
try blank submission. The advertiser 
spent $6,000 in a saturation radio 
campaign, in which a total of 400 
announcements were spread over al- 
most every station in the Chicago 
area. An additional $6,000 was spent 
on WBBM-TV. 

Both radio and tv commercials 
plugged the live concert perform- 
ance, and explained that tickets were 
available only through the contests 
being held in Certified outlets. 

At the retail level, elaborate mer- 
chandising kits were sent to each of 
the 750 Certified Grocers, containing 
newspaper mats, suggested radio \ 
copy for local placement on a co-op || 
basis, point of sale exhibits, shelf I 
talkers, window banners, and a ballot i 
box for contest entry blanks. 

In addition, four million Country's J 
Delight milk cartons were flagged, I 
plugging the concert and ticket con- 1 

Distribution of Countrv's Delight I 
ice cream line began two weeks be- I 
fore the live concert performance. I 
And one week after the new product I 
introduction, the ice cream plant was I 
forced into overtime production to I 
meet consumer demand. 

WBBM-TV, too, provided contest 
promotion for tickets to the concert, 
as well as plugging the telecast, 
through on-the-air promos. 

In addition to providing the con- 
test entry blanks for Certified, the 
station also had tickets printed for 
the contest winners. WBBM-TV tied 
in the telecast with music apprecia- 
tion programs in public schools, via 
the Chicago Board of Education. An- 
nouncements of program selections 
were sent to 600 schools in a nine- 
county-area. In some cases, music 
teachers assigned viewing of the tv 
concert as weekend homework. 

Consumer response to the ticket 
contest was overwhelming, according 
to Olendorf. Approximately 2.200,- 
000 entry blanks were received. Each 
Certified Store sent its ticket request 
blanks to the central office where a 
ticket quota was drawn. ^ 


3 july 1961 


[Continued from page 47) 

Trouble is, a complete compendi- 
um of all the cliches available might 
fill as many volumes as the Oxford 
Universal Dictionary \ that's 13, Irv- 
ing). What follows is a handy dandy 
little guide that will act the writer 
out of a tough spot any time his 
script is in danger of getting too 

Verbal Cliches: You could do far 
worse than start off with one of the 
handiest little words in the broadcast 
language, the Advertising "Yes." It's 
invaluable after the announcer has 
made a long speech packed with 
claims and then intones: "Yes, with 
men who know Marijuana best, it's 
Tea. two to one." 

Taste opens up shining vast new 

The affirming 

yes after 
long pitch; 
"Yes, with men 

who know 

best, it's " 

J vistas of cliches. Just as an example, 

i what aroma or flavor isn't "deep- 
down, rich or satisfying?" And how 

(about "tangy goodness?" Try that 
on for sighs with frozen orange juice. 

IjDrop "tangy" and with "goodness" 

|j alone you have a useful tool for 

J cakes, candies, cigarettes, or what 
have you in the food line. 

Then there's the adjectival cliche 

, which has bailed any writer out of 
many a new idea. A few examples 
will immediately reveal the possibili- 
ties. The men who "stand behind" 
the products are always "experi- 

[i. enced" and often have "real know- 
how." And what goes into the prod- 

, ;jct? "A secret blend" or a "special 
formula." And if it's a drug prod- 

iJ uct (see below), they try to link it 

i with some doctor. 

Pictorial Cliche: The outstanding 
and most durable contribution to the 

. American scene in this century was 
neither the mountain carved by Borg- 
|lum nor any Jackson Pollock paint- 

,. ;ing. Rather it is the announcer hold- 

|jj ing up the product. It takes an amaz- 

(,] ngly limber wrist and long training 
; o hold a pack of cigarettes the way 
uw announcer does. 
There's the zoom, of course, in 

j which the package smacks you right 

between the eyes; it never fails to 
make a dull commercial almost un- 

The pictorial cliche runs by indus- 
try patterns. If you're stuck and 
can't think of a stale idea, look at 

Automobiles do very little but run 
up and down roads looking very 
much like each other. 

Cakes present giant close-ups, 
crumbly, moist, and mammoth-sized. 

Drugs? Boyoboyoboyoboy. What's 
been diagrammed in your head, 
throat, stomach or intestines lately? 
How many shots of disintegrating 
tablets have you watched in recent 
months? How are your shrunken 
mucous membranes? 

Cigarettes? Is there an announcer 
\\ ith soul so dead who never to him- 
self has said, as he inhaled a. drag. 
"Boy, it tastes like old rehearsal 
clothes!" And how come so many 
butts are suddenly air-softened or 
air-conditioned? Must be murder 
getting a drag out of a gasper smok- 
ing one with millions of holes in it. 

The men's hair dressing field 
shows how the cliche circle works. A 
daring advertiser revolutionized his 
approach by throwing out white 
glove tests, combs, and un- 
combed salesmen who lost the sale. 
He just used a touch of sex with a 
great deal of wit. and even urged the 
viewer not to use too much of his 
product. Notice the competition re- 
cently After watching the daring ad- 
vertiser succeed, they're following 
him slavishly (and perha; s helping 
his sales — as T. Rosser Reeves warns 
imitative advertisers). 

Summation: The writer for tv and 
radio need never fear. The cliche 
is always there to be clutched at 
whenever an idea needs staling up. 
If there is a need for it. a dictionary 
of cliches could be published once 
the response to this article is meas- 
ured. Have we overlooked vour pet 

Richard Karp, copy supervisor, Reach, 
McClinton & Co., Inc., New York 

Some key words and phrases that 
every young tv and radio copywriter 
should know and lore — or "A boy's 
best friend is his cliche." 

Starting an article of this nature 
with an excuse somehow or other 
negates its authority — but a fella must 
protect himself in the clinches. So. I 
hereby assure my clients, agencv and 

potential employers that / couldn't 
possibly write a first-hand piece about 
cliches because, /, being a bright, 
original, creative, imaginative copy 
supervisor, could hardl) /.now, let 
alone employ any of those vulgar, low 
goodies. Therefore, it is with a bow 
towards Messrs. Reach, and McClin- 
ton that I modestly admit that the fol- 
lowing collection was gleaned from 
the pens, typewriters and styli of 
The Competition. 

I think that we can gloss over the 
one and two word cliches rapidly. 
Who could ever forget the immortal: 
"Yes," "Now!", "Never before," 
"New!", "Amazing." "Imagine" and 
of course, "Friends" I to be most ef- 
festive, this must be followed by a 
broad smile. This is rather difficult 
on radio but if you can work it out 
the result is devastating) . Add to this 
the recent, "Viewers" and I think 
we've covered the field. 

Next, we should take up some prov- 
en standards no "old pro" who sells 
to children would be without. (There 
are those who consider this as the 
level of our whole audience but I sug- 
gest thta we leave this question to be 
settled by such wise heads as David 
Susskind.) A favorite is: "Be the 
first kid on your block. . . ." Another 
winner, "Ask your mom to look 
for. . . ." and that tricky devil, "And 
it tastes good too!" You can see the 
Primrose Paths that can lead your 
audience down. 

The daytime audience-slanted 
cliche? They're a dime a gross. (I 

Back to camera, 
turns to say, 
''Oh hello there, 
I'm Winston 

made that up.) Archeologists found 
this one scrawled on a cave wall, 
"Smart housewives know. ..." I 
suggest substituting ""Homemakers" 
for "Housewives." there s nothing 
like endowing your audience with 
professionalism. Then there's, "Next 
time you go shopping." "At your 
friendly neighborhood grocer's," or 
"Leading department stores every- 
where." The [agniappe here is. that 
you can use them either individually 
or in a series. And while we're in 
i /'lease turn to page <•(> i 


3 july 1961 




DISK JOCKIES ride horses like real joclcies. They appeared from KTLN, Denver, in the Memorial 
Day parade. They plan to appear regularly at race tracks and rodeos. The jocks are: (I to r) 
Henry Busse, Jr., Bill Warren, Jack Diamond, Mark Stevens, Johnny Rowe, Joe Finn, Ray Durkee 

ifa&r*' r ^ i ^^' '• r f f J 

C? "*"'?- . r f T r 


Minute Maid, now a subsidiary of 
Coca-Cola, is buying five-week 
spot tv campaigns in behalf of 
Minute Maid Push Up Bar and 
banana orange juice. 

The bar schedules, of course, will 
be placed in and around kid shows, 
while the juice campaign will consist 
of day and night minutes. 

Campaigns : 

• Florida Citrus Group budget 
over $6 million for advertising anc 
promotion during the next fiscal year 
of which $1.16 million is earmarkec 
for radio and television. 

• Coca-Cola Bottling of L.A. 
(Murphy Adv.) moves into a sum- 
mer campaign for its Bubble-Up line 
with a $100,000 appropriation. Ra- 
dio schedule includes 300 spots a 
week on 12 stations. 

• Pfizer's Bonadettes (Gotthelf) 
will be pushed in 58 localities cover- 
ing 10 states, from Maine to Mary- 

GWEN SHEPHERD, who is a regular model on ABC TV's "Seven Keys," daytime audience participation show, is happy even though all those 
letters aren't hers. The 1,103,055 letters arrived the eighth week the show was on the air as viewers vied for prizes awarded to the home audience 


*\ -4'}\ 

land, and three locals in California, 
using radio. 

• U.S. Steel (BBDO). as a ma- 
jor manufacturer of spring wire for 
the bedding industry, will use radio 
and television to support ''Belter 
Sleep Month" during September. 

• Davega ran a local saturation 
effort for one week, beginning 26 
June, on WNBC's All Night in New 
York program which goes from Mon- 
day to Saturday, midnight to 6 a.m. 

ter L. Jones to director of market- 
ing for Monsanto Chemical's Plastics. 


Agency appointments : Hunt Foods 
($8 million ) to Y&R from Fitzgerald 
. . . Food Fair Properties to New- 
hoff-Blumberg for the company's 
new Reisterstown Plaza shopping 
center in Baltimore . . . Hanes Ho- 
siery to DDB as of 1 January . . . 

Wagner Baking to Smith/Green- 
land . . . newly formed Associated 
Connecticut Health Insurance Com- 
panies to Wilson, Haight and 
Welch, Hartford . . . Lehn & Fink 
for Stri-Dex Medicated pads, Noreen 
Color Hair Rinse. Hinds Honey & 
Almond Cream, and Lysette (over 
$1 million) to F&S&R . . . Jeffrey 
Martin Laboratories has retained 
Smith /Greenland . . . Raleigh 
Clothes to GH&R . . . Worcester 
Baking for Town Talk Bread to Hoag 
and Provandie, Boston . . . Wolf 
Brand Products, division of Quaker 
Oats, and Roegelein Meats to Clay 
Stephenson, Houston . . . Howard 
Village and Rosedale Village, Queens. 
N. Y., to Miller. 


I. Epstein to assistant account ex- 
ecutive, Ted Bates, from assistant 
product manager, Lever . . . Martin 
Himmel to director of Pan Ameri- 
can Relations. Ltd. . . . Albert Kin- 
sey to executive v. p., Allan Jack 

Lewis. Washington, I). C. . . . John 
E. Franks to director of media and 
marketing. John C. Dovvd. Bo-i 
from marketing director, same agen- 
cy . . . David Hale Halpern to v. p. 
and member of the board of directoi - 
Ted Gotthelf. Inc. . . . Ernest W. 
Schwehr to account executive. Rob- 
ert Otto, from advertising department 
of Imperial Chemical Industries, Lon- 
don, Brazil, and Argentina . . . Rob- 
in Jordan to account executive, Rob- 
ert Otto, for Carrier International . . . 
Arthur Gray to the staff of the Mi- 
ami office of KHCC&A . . . John 
Stranberg to account executive. 
Mc-E, from marketing manager, Mur- 
ray Corporation of America . . . 
Nita Nagler to account executive. 
Del Wood Associates, from media di- 
rector in charge of Six Month Floor 
Wax and Tuck Tape . . . John Rigor 
to account supervisor. SSC&B from 
Grey . . . Franklin Bell and Stuart 
Peabody to marketing board of Dan- 
iel & Charles, from Heinz and Bor- 
( Please turn to page 62 I 

CONTRACT for affiliation 
of WMIL, Milwaukee, to 
CBS Radio are: (I to r) Ar- 
thur Hull Haynes, the pres- 
ident of CBS Radio net- 
work; Sol Radoff, manager 
and executive v. p. of 
WMIL; William A. Schudt, 
Jr., who is v.p. in charge 
of affiliate relations for 
CBS Radio 

AN ACHIEVEMENT PLAQUE tor the promotion of traffic safety is presented to radio station 
WMAQ, Chicago, and traffic reporter Bill Warrick (r) by J. J. Cavanagh, president of the 
Chicago Motor Club, who awarded the plaque. Lloyd E. Yoder (I), NBC v.p. and general 
manager of WMAQ-WNBQ and John Keys, WMAQ station manager (second from r) look on 

Oklahoma City during football game, cul- 
minating Fly the Flag Week. Shown: Doyle 
Glazier (I), art director, Jack Wilkerson 



JUNE 1961 / $5 a year 


40 E. 49th St., New York 17 


What's happening in U. S. Government 
that affects sponsors, agencies, stations 


3 JULY 1961 

Copyright 1961 



The agitation in NAB ranks over new president LeRoy Collins seems to be sim- 
mering and the fear about some of his approaches to industry vs. Administration 
issues has been largely dispelled. 

In other words, the present attitude of NAB members is one of wait and see. 

This thumbnail appraisal of the situation comes of NAB public relations director Wil- 
liam Carlyle, who only the week before traveled out to North Dakota on invitation to assure 
the state's broadcasters in convention that even though there had been differences between Col- 
lins and the NAB board of directors the industry's interests were still kept uppermost 
in his mind. 

Carlyle at the time raised the question as to whether the broadcasters would prefer to 
have their president feud with a chief regulator who'll be around for four to eight years. He 
also made this point : the views of chairman Newton Minow and Collins are far apart 
on many problems. 

The FCC commissioners are working in much closer harmony under Minow, 
though there was never anything like a rift: stories of resentment among other 
commissioners were much exaggerated. 

However, Minow has been working hard at the task of making a team out of the seven 
vastly different personalities. He is now very careful in all speeches to point out when he is 
speaking for himself, and to eliminate use of the word "I" when he speaks of what the com- 
sion will do. He never misses an opportunity now of giving public praise to the former Chair- 
man and now plain Mr. Commissioner Ford. 

If he ever had views as radical as some feared, he has been modifying them. It now ap- 
pears that the majority will be voting with him on most important FCC regulatory 

Paul Rand Dixon, meanwhile, has been slowly but surely moving the FTC into 
a posture of greater vigilance over ad claims. Latest move is an FTC reorganiza- 
tion which has nothing to do with the President's Plan : it appears on the surface, 
at least, to give more emphasis to FTC monitoring of radio-tv. 

Two new FTC divisions are set up, one to handle monopoly and restraint of trade cases, 
and the other to take over deceptive practices and false ad cases. To reduce the backlog and 
to make handling of more cases with the same personnel possible, a single FTC lawyer will 
be assigned to follow and speed up each individual case. 

Daniel J. Murphy has been named to head the deceptive practices activities. Under him, 
Charles A. Sweeny is made responsible for monitoring radio and tv broadcasts for 
false and misleading commercials. 

The Harris House Commerce Committee is set to act on an FCC reorganization 
bill very close to that favored by the FCC on an unusual unanimous basis. 

The Senate Commerce communications subcommittee this week began hearings on the 
exact measure recommended by the FCC. 

There is, however, no certainty that Congress will approve a bill on this subject 
this year. Nobody, other than the administration, several members of the FCC, and Newton 
Minow gets too excited about the need for reorganization. 

sponsor • 3 JULY 1961 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


3 JULY 1961 

Copyright 1961 



The opening of the second Canadian network (CTV) will come as a much wel- 
comed stimulant to American tv companies. 

Screen Gems got off to a head start and made the first two sales to CTV: Showdowr 
and Top Cat. 

Showdown represents three important firsts to Screen Gems: 

• First sale to CTV of any show. 

• First Canadian production for Canadian consumption by an American-based company. 

• First live show produced by Screen Gems. The series, a musical game show, will come 
off live facilities of CFTV, Montreal. 

Incidentally, the CTV network's eight cities are: Montreal, Toronto, Ottawa, Calgary, 
Vancouver, Halifax, Winnipeg, and Edmondton. 

Showdown is set on CTV for 7:30 p.m. Friday; Top Cat, for 7:30 p.m. Thursday. 
More Screen Gems-CTV deals are understood to be in the works. 

Westinghouse Broadcasting's nightly PM East & PM West already has seven syn- 
dication clients. 

Stations are: WNEW-TV, New York; WGN-TV, Chicago; KTTV, Los Angeles; WFAA- 
TV, Dallas; WTTG, Washington; WHP-TV, Harrisburg, and WSBA-TV, York. 

These plus the five NBC stations carrying the series give it a total to date of 12. 

Manhunt definitely won't go into a third year of production. 

First two years of the series, totalling 78 episodes, are going into re-run sale and seven 
markets have already been signed by Screen Gems. 

They are: KABC-TV, Los Angeles KFMB-TV, San Diego; KPHO-TV, Phoenix; KSTP- 
TV, Minneapolis; KPLR-TV, St. Louis; KMJ-TV, Fresno, and WWJ-TV, Detroit. 

Recent ratings reports show quite a few time period victories for Manhunt, some in 
markets among the earliest renewals. 

Here are second-year ratings reported in March 1961 ARB: 

Charleston-Huntington, W. 7 p.m. 
Jacksonville, Th. 8 p.m. 
Knoxville, Th. 7 p.m. 
Mobile, W. 7:30 p.m. 
Oklahoma City, F. 9:30 p.m. 
Milwaukee, Th. 9:30 p.m. 
Minneapolis, Th. 9:30 p.m. 
Pittsburgh, Th. 10:30 p.m. 
San Antonio, Th. 9:30 p.m. 
San Diego, Tu. 7 p.m. 
San Francisco, Tu. 6:30 p.m. 















3 july ]96 

FILM-SCOPE continued 

If the New York market is any indication it would appear that CBS Films is in 
for some brisk business on its packet of three re-runs. 

Each of these shows quickly found a New York buyer: 

• December Bride (156 episodes) went to WABC-TV. 

• World of Giants (13, made for network but still unshown), to WPIX. 

• Wanted: Dead or Alive (94), also to WPIX. 

Furthermore, WNEW-TV picked up its second year renewal of first-runs of Deputy Dawg. 
The cartoon series again will contain enough episodes to make up 26 half-hours, or 104 seg- 
ments if shown separately. 

Station sales of Ziv-UA's Ripcord raised total on that series this week to 87 

New stations are: WVEC-TV, Norfolk; WATE-TV, Knoxville; WTMJ-TV, Milwaukee; 
WLW-I, Indianapolis; WKYT, Lexington; KHFL-TV, Chico-Redding; WKJG-TV, Ft. Wayne, 
and WTVP, Decatur. 

Sales to advertisers are: Acme Building supply on WTOK-TV, Meridian, and Lincoln 
Income Life Insurance in Louisville. 

Official Films has been exchanging its stock in an arrangement to buy up five 
series for off -network syndication re-run sale. 

The five shows and numbers of episodes they contain are: Peter Gunn (114), Mr. Lucky 
(34), Yancy Derringer (34), Wire Service (39), and DuPont Theatre (42). 

Wire Service is a full hour; the rest are half -hours. 

Official used an undisclosed amount of its stock to acquire all the stock of five tv 
film companies owned or controlled by Don W. Sharpe and Warren Lewis. Each of 
the privately held Sharpe-Lewis companies owned one series. 

There's good news for U. S. tv film distributors in a legislative reprieve affect- 
ing dubbing in Argentina. 

The Guzman Bill, which would have made Argentine dubbing compulsory on all tv film 
imports, has been referred back to the Argentine Senate and no action is possible before the 
spring of 1962. 

Should such a dubbing law ever be passed it would probably be followed b\ similar 
measures requiring local dubbing in other Latin American countries. That would vir- 
tually close off the Western hemisphere Spanish language market rentals in individual coun- 
tries which cannot cover dubbing costs. 

The Argentine development was reported by William Fineshriber, MPE \ \ h v. p.. fol- 
lowing a five-week tour of Latin America. 

EUE will have a new sound stage, its fifth, open by August. 

As part of current expansion the commercials-industrials producer has added seven new 
people to its staff: Philip Frank, executive producer-sales representative; Sol Ehrlich, crea- 
tive director-commercials director; Edward Rinker, west coast account executive; Con- 
stance Mowbray, New York producer-sales representative; Doria Belden, production as- 
sistant; Peter Neufeld, sales-production assistant, and Michael Nehhia, staff cameraman. 


3 july 1961 


A round-up of trade talk, 
trends and tips for admen 


3 JULY 1961 

Copyright 1961 



A report that keeps bobbing up : that such-and-such agency is on the verge of 
snagging the Texaco account away from Cunningham & Walsh. 

Said a Texaco executive last week: our doors are never closed to solicitations, but there's 
absolutely nothing in the wind. However, you never can tell what will come out of a 
game of golf with the chairman of the board. 

A likely next development in the dentifrice field: the manufacture of dispos- 
al toothpaste and toothbrushes. 

Their convenience would be chiefly as hospital units. A supplementary target; overnight 

A Madison Avenue pundit says he often wonders how much the criticism di- 
rected at tv, and even advertising, is animated more out of a sense of snobbery than 
out of an authentic desire for improvement. 

It is also his observation that as the classes in the U.S.A. have become more and more 
levelled out intellectual snobbery is filling the vacuum left by social snobbery. 

Timebuyers, you may have something to worry about if this tactic takes fire. 

A Lexington Avenue agency is making it a policy of recruiting its timebuyers from 
among young men who have had experience selling time for stations. 

The theory here: there's an advantage in their knowledge of station operations, sched- 
uling and general problems. 

Among the carrots that will be dangled before them: an opportunity to move into the 
account executive field. 

One of the ironies of account switching these days is that among the last to find 
out what's going on is the ad manager himself. 

Besause of the stakes involved, the wheels toward change are often started rolling on the 
upper levels, like the president, executive v. p. or the marketing director. 

P&G agencies are speculating on how the Cincinnati monarch will react to 
Y&R's acquisition of the Wesson Oil-Snowdrift account. 

Y&R. has the Cheer account, which is worth about $3 million, and P&G is also in the 
cooking oil business via two brands of Crisco. 

The chances are that P&G will let it pass, since it has no objection to Burnett's be- 
ing mixed up with Pillsbury cakemixes, whereas P&G is in the same field with the Dun- 
can Hines line. 

Colgate may, after all, fool them out there in Cincinnati and not come out with 
a floride dentifrice competitive with Crest. 

P&G still figures that Colgate, even though its top moneymaker is the dentifrice, won't 
pass up the floride field, if it can come up with the right product. 

Crest's comparative sales, on the other hand, seem to have levelled off. In the 
supermarket count it jiggles in and out of second place with Gleem. 



3 july 1961 


UP . . . AND LOVE IT . . . in the fabulous KSLA 
market. Oil-rich, timber-rich, cattle-rich, and growing industrially . . . this tri-state area hardly knows 
recession. Its people play hard, work hard and have the money to buy. They look to KSLA-TV for 
news they believe . . . programs they enjoy. 

Ask our reps (Harrington, Righter and Parsons) about the fabulous KSLA market! 


ponsor • 3 JULY 1961 



{Continued from page 55) 

den respectively . . . Charles (Skip) 
Webster to publicity director of the 
tv department at Rogers & Cowan . . . 
U. (Bud) Galanos to account ex- 
ecutive for General Aniline and Films, 
L&N. from creative director, KMJ 
. . . Bernard Rafferty to account 
executive for United Aircraft and 
Anaconda American Brass, and Karl 
E. Irvin to account executive for 
Timely Brands Division of Heublein, 
both at Wilson. Haight & Welch. Hart- 
ford. They are from General Elec- 
tric and JWT. respectively. 

Douglas Warren to v.p. and ac- 
count supervisor of food account ac- 
tivities. Smith/Greenland, from ac- 
count executive, same agency . . . 
Shirlee Gibbons to account execu- 
tive, Fletcher Richards. Calkin & Hob 
den from advertising supervisor, 
Barbizon . . . Malcolm G. Lund to 
creative director. Henderson Adver- 
tising. Greenville. S. C. from Tatham- 
Laird . . . Lloyd G. Whitebrook re- 
signed as executive v.p.. KHCC&A . . . 
Ernie Brant to account executive, 
F&S&R. from account executive. San 
Antonio Advertising . . . Louis West, 
Jr. to time-buyer at Gumbinner . . . 
G. Burton Brown, marketing re- 
search director, elected v.p.. Knox 
Reeves. Minneapolis . . . Ralph Kan- 
na to radio/tv director. William 
Schaller. Hartford . . . Perry Thom- 
as to account executive for Beltone 
Hearing Aids, and administrative as- 
sistant to the president. Olian and 
Bronner. Chicago . . . Lorrie Carson 
to timebuyer at Lilienfeld. from Mc-E 
. . . Patrick C. Tims to account 
group at Clay Stephenson, Houston, 
from account executive with Tatham- 

The winner: Johnson & Lewis 

received a prize in the 60-second ani- 
mated tv commercial category of the 
AAW's 1961 All-Western Advertising 
Competition for an instrumental "con- 
cert commercial." 

New quarters: Kastor Hilton's 

Miami office to larger quarters at 
3601 N.W. 7th St. 

Thisa 'n' data: As of 31 May, the 
new roster of the AAAA lists 338 
member agencies, an increase of 25 


since last year. Members operate 735 
offices in 112 U.S. cities and in 55 
cities outside the U.S. 

New offices: Joseph F. Cava- 
naugh, Ltd., Milwaukee, will open 
a new office in Dallas. Wilson 
Goss, the agency's Dallas man, has 
been made v.p. to head the new south- 
west position and Hillary Nausser, 
former staff member of Don Baxter, 
will be the account executive and pro- 
duction supervisor. 

'■ I \ 



KVOS-TV, Bellingham, Wash., 
has been taken over by Wometco 
Enterprises of Miami, previously 
approved by the FCC. 

In a S3 million all-cash transaction 
Wometco bought into the fourth tv 
station in which it has an interest. 


(as of 1 June 1961) 
AM: 3,590 
FM: 871 
TV: 541 

Sold: WEZN, Elizabethtown, Pa., 
to Ira Kaplan, printing consultant. 
Washington. D. C. from Lowell Wil- 
liams and Richard E. Burg; the price: 
$160,000; brokered by Blackburn & 
Company. Washington. D. C. 
Approved: the acquisition by Red 
Owl Stores of the stock of Radio 
Suburbia, owner and operator of the 
Twin City station KRSI. 
Start: KARK-FM, Little Rock, Ar- 
kansas, on the air at 10:00 a.m., 22 


The Colorado Broadcasters Asso- 
ciation elected Clayton H. Brace, 
assistant to the president, KLZ- 
AM, TV, Denver, president at 
their 13th annual meeting. 

Other new officers chosen were: 
Mason Dixon, general manager, 
KFTM, Fort Morgan, Col., as v.p. 
and Bob Martin, KMOR, Littleton, 
Col., as secretary-treasurer. 

Among the speakers was John 
Meagher, v.p. in charge of radio for 
the NAB, who dealt with the prob- 
lems facing the industry and pleaded 
for an understanding of the new 
NAB president, LeRoy Collins. 

Some of the resolutions adopted 
included a plea to broadcasters to in- 
crease their editorial efforts. 

The Georgia Association of 
Broadcasters became the fourth 
largest state broadcasting asso- 
ciation in the country. 

This happened with the enrollment 
of its 100th radio-tv station, WKIG, 
Glennville, Georgia., a new station 
which began broadcasting 25 June. 

The GAB also has 25 associate 

Tv Stations 

WGN (radio-tv) opened the doors 
to its new Mid-America Broad- 
cast Center, 27 June. 

The radio-tv building is located 
less than 15 minutes from downtown 
Chicago with 101,625 square feet of 
space on a 13-acre site. 

The opening included an address 
by J. Howard Wood, president of the 
Tribune and WGN, and LeRoy Col- 
lins, president of the NAB. 

The tv station, at present broad 
casting 1.000 hours of color shows 
per year, will one day be an all-color 

Wayne Yerxa to account executive 
KMSP-TV. Minneapolis . . . Tom 
Hagner to account executive in th<; 
sales department, WCAU-TV, Phila 
delphia, from WJZ-TV. Baltimore . . 
William P. Hessian, Jr. to accoun 
executive in sales, KPIX, San Fran 
cisco, from sales manager, KSBW 
TV, Salinas, Cal. . . . Joseph M 
Bryan retired as senior v.p. of Jef 
ferson Standard Life Insurance t<| 
give more of his time to broadcast 
ing. He remains president and men 
ber of the board of directors of Jei 
ferson Standard Broadcasting . . 
Fred Gibson and Van Weathei 
spoon to Carolina sales manage 
and sales supervisor, respectiveh 
WBTV. Charlotte, both from sal< 
reps at the same station . . . Robei 
F. Adams to director of salei 
WBKB. Chicago, from assistant sal< 
manager. WABC-TV, New York . . 
Louis Wolfson, v.p. of Wometc 
Miami, appointed director of broa 
cast interests of the company. 

New quarters: WNEM-TV, B; 
City, Mich., began construction f< 


3 JULY 19! 



— headlined Variety recently. "There's a grow- 
ing concern among some top tv thinkers that 
the medium has lost a vital segment of its 
audience — the doctors, lawyers, teachers and 
business leaders. In short, the opinion makers 
. . . The question isn't 'Is Anyone Out There?' 
but 'Who's Out There?' And the answer seems to be, not the people who really count . . ." 

We'd be the last to try to David a bunch of 
Goliaths like you chaps in the magic eye busi- 
ness. But look at it this way: 

Sport is what smart people do, watch, and 
talk about these days. If you don't spend a 
weekend at the Masters, cruise the inland 
waterway, shoot in the 80's, have a box at the 
Series, you're just not with it. 

SPORTS ILLUSTRATED reaches nearly 
a million families who are up there. Median 
income $10,835 — double that of the U.S. as a 
whole. Nearly 9 in 10 are business or profes- 
sional men — of those in business, 1 in 3 has 
already made it to the corner office. 
i They and their wives are the "tastemakers" 
that get your product rolling, whether it's com- 
mon stocks or cake mixes. The opinion leaders. 
Without their original (and continuing) ap- 
proval most new products would still be in the 
laps of your management consultants. 

You can cover these active, sports-minded 
reachables and touchables with a color page in 
SI for 13 weeks in a row for peanuts: for what 
one network half-hour would cost you. 

You wouldn't be lonely. Only 4 mags in the 
land carried more consumer advertising than 
SI did in 1960. Sounds unbelievable, doesn't 
it? Better look through the last few weeks' 
issues and see if your successful competitor is 
in there. 

Sports Illustrated 

L. L. Callaway Jr., Advertising Director, 
Time and Life Bldg., N. Y. 20. 

sponsor • 3 JULY 1961 63 

new headquarters and space for what 
will be WNEM-FM. 

A special promotional package 
was sent to the nation's advertis- 
ers this week by the RAB, giving 
them some hints for "back-to- 
school" campaigns. 

The RAB packet contained such re- 
minders as these: 

• Radio will "reach" a peak audi- 
ence this summer, going beyond tv. 

• 97.6% of teenagers listen every 
week; 79.7% listen on an average 

• Successful advertising in the past 
has been tied in with public service. 

KCBS, San Francisco, will use 
spot announcements on its sister 
station in New York, WCBS, for 
self -promotion. 

At the same time, the last week in 
June, WCBS will use KCBS to invite 
vacation-minded San Franciscans to 
dial 880 while visiting New York. 

The Taft group has diversified 
and gone into the bowling alley 

It has bought for cash the assets of 
three corporations operating the 
Brentwood Bowl, a 32-lane establish- 
ment in suburban Cincinnati. 

As a service to its advertisers, 
WIP, Philadelphia, sends Winnie 
Peters, the station's hostess, to 
visit housewives in their homes. 

In a WIP Hospitality Wagon, she 
drives to a different Delaware Valley 
neighborhood each day, calling on 
15 to 20 homemakers, chatting with 
them, giving out WIP literature and 
food gift certificates. 

O. Gilbert, II, general manager, 
WXYZ, Detroit, to v.p. . . . Leon 
Ridings to general manager, WFCT, 
Knoxville, Tenn., from station direc- 
tor of WBIR, Knoxville . . . Ted 
Carlsen to general sales manager, 
KCPX, Salt Lake City, from station 
manager, KRAK, Sacramento . . . 
E. Jonny Graff to general manager, 
WNTA, from v.p. in charge of east- 
ern sales and member of the board 
of directors, same station . . . Her- 
bert Golombeck to v.p. of Plough 
Broadcasting at the home offices in 


Memphis, from v.p. and general man- 
ager, WPLO, Atlanta . . . Vernon 
D. Goldsmith to sales staffer, WFYI, 
Garden City, N. Y. . . . Cameron 
Cornell to news director, WMCA, 
New York, from news director, 
WGSA, Savannah, Georgia . . . Ken- 
neth Leslie to head local sales ac- 
tivity at KYA, San Francisco, from 
sales manager WNVF, Binghamton, 
N. Y. 

Kudos: KBOL, Boulder, Col., was 
presented the 1961 Sacred Heart 
Hour Radio Award honoring the sta- 
tion for "outstanding achievement in 
the fields of education, religion, and 
community endeavor" . . . KCMO, 
Kansas City, Barbara Draper, con- 
tinuity acceptance director, has won 
first place, for the second consecutive 
year, in the national writing awards 
presented by the National Federation 
of Press Women. 

New affiliates: Nine more stations 
have gone to the Keystone Broad- 
casting system : KOWN, Escondido, 
Cal.; KDOL, Mojave, Cal.; KALN, 
Iola, Kan.; WSHN, Fremont, Mich.; 
WEHH, Elmira Heights, N. Y; 
WERT, Van Wert, Ohio; KYLU, 
Rusk, Texas; WMOV, Ravenswood, 
W. Va.; WERL, Eagle River, Wis. 

Call letter change: WLOW will 
be known as WHIH, as of 1 July. 

ABC has ceased purchasing 
tubed equipment of any type 
and is in the midst of a program 
which soon will result in a com- 
pletely transistorized broadcast- 
ing system. 

ABC was the first major broadcast- 
er, several years ago, to begin tran- 
sistorizing its audio equipment and 
has experienced no failures of any 
properly installed silicon rectifiers, 
which far outlast any tubed equip- 

ABC TV has sold partial sponsor- 
ship for four programs during 
the 1961-62 season to Mars 
(Needham, Louis & Brorby). 

The four programs are: Bugs Bun- 
ny, Cheyenne, The Hathaway s, and 
Leave It To Beaver. 

Radio sales : For the eighth straight 

year, Chevrolet (Campbell-Ewald) 
will sponsor 12 5-minute week-end 
news broadcasts by Robert Trout and 
Allan Jackson over CBS Radio for 52 

Promotion managers of NBC 
TV's affiliated stations will meet 
in four cities the week of 9 July 
to make plans for the network's 
1961-62 schedule. 

Sydney H. Eiges, v.p. public in- 
formation, in commenting on the 
meetings said: "these meetings will 
give the local stations opportunity to 
organize promotion campaigns with 
the objective being to make each sta- 
tion the best in its market. 

ABC TV Affiliates Advisory As- 
sociation is particularly pleased 
by ABC TV's future plans for 
news, including programs for the 
country's youth. 

The board, in a meeting with ABC 
TV execs, discussed methods to ex- 
pedite exchange of information be- 
tween the network and affiliates. 

The network told the board that it 
has increased its west coast staff to 
assure continuation of high stand- 

Also mentioned were plans to re- 
vise the network's daytime program- 

The board congratulated the net- 
work for its coverage of the recent 
heads of states meeting in Europe. 


H. Fuller to account executive, CBS 
Radio Network, from director of crea- 
tive sales and member of the board 
of directors, Eastman . . . Segrid 
Peterson Foley is moving from 
ABC TV legal department to Para- 
mount Pictures in copywriting . . . 
John D. Gibbs, general manager of 
KQV, ABC o&o in Pittsburgh, has 
been elected v.p. of Allegheny Broad- 
casting, a subsidiary of AB-PT. 

Kudos: Dr. Frank Stanton, 

president of CBS, was presented a ci-j 
tation by the National Press Photog- 
raphers Association for his vigorous 
fight for full access to information 
essential to the American people . . . 
Dan Ailloni-Charas, NBC advertis 
ing studies supervisor, has been elect 
ed to head the marketing managemenl 
committee of the N.Y.C. Junioi 
Chamber of Commerce. 

SPONSOR • 3 JULY 1961 

Tv sales: NBC TV has sold alter- 
nate-week sponsorship for The Dick 
Powell Show to Hertz Rent-A-Car for 
the 1961-62 season. 

New affiliate: WPEO, Peoria. 111., 
to MBS. The station is the third of 
the O'Connor group to go to MBS. 


There is 21% more viewing done 
by home owners than by those 
who rent their homes. 

This statistical item is included in 
TvAR's latest study, Viewing by- 
Home Owners. 

The survey, conducted hy Pulse, 
reveals such information as this: 

• An average of 259^ more view- 
ers from 7:00 a.m. to 6:00 p.m. and 
l.'l'r higher from 6:00 p.m. to mid- 

• The larger audience among home 
owners applies to a multi-market: 
20% higher in Boston; up 18% in 
Baltimore; up 20% in Pittsburgh; 
22' ( higher in Cleveland; and 25% 
higher in San Francisco. 

Rep appointments: KULA, Hono- 
lulu, to Spot Time Sales . . . WMIL, 
Milwaukee, to Bob Dore Associates 
. . . WTTG-TV, Washington, D. C, 
to Blair Tv Associates . . . WITN, 
Greenville, N. C, to Venard, Rin- 
toul & McConnell. 

ard F. McGeary to the L.A. tv staff 
of Katz . . . Robert F. Heflin to as- 
sistant treasurer of the Adam Young 
Companies, from assistant treasurer 
of Century Chemical . . . William R. 
Furnell to the Sa.n Francisco office 
and Jack Kahateck to the Los An- 
geles office, both at Robert E. East- 


ZIV-UA's Ripcord again signed 
new advertisers and some addi- 
tional stations this week. 

Among the advertisers are: Lincoln 
Income Life Insurance in Louisville, 
and the Acme Building Supply in 
Meridian, Miss. 

The new stations include: WVEC- 
TV. Norfolk. Va.; WATE-TV. Knox- 
ville: WTMJ-TV, Milwaukee; WLWI, 
Indianapolis; WKYT, Lexington. Ky.; 
KHSL-TV, Chico-Reading, Cal.; 

WKJG-TV, Fort Wayne, and WTVP, 

Here are some of the stations that 
started TPI-UPA's Dick Tracy in 
June : 

WSB, Atlanta, Ga.; WLOS, Ashe- 
ville, N. C; KERO, Bakersfield. Cal.: 
WLBZ, Bangor, Me.; WHDH. B<»- 
ton, Mass.; WRGP, Chattanooga, 
Tenn.; WGN, Chicago. III.: WKRC, 
Cincinnati, 0.; KLZ. Denver, Col.; 
WHO, Des Moines, Iowa; WXYZ. De- 
troit, Mich.; WJRT, Flint. Mich.; 
KPRC, Houston. Texas; KODE. Jop- 
lin. Mo.; KTTV, L.A.; WTCN. Min- 
neapolis, Minn.; WWL, New Or- 
leans; WTAE, Pittsburgh; WCSH, 
Portland, Me.; WPRO. Providence, 
R.I.; KSBW, Salinas. Cal.; KUTV, 
Salt Lake City; KENS, Sa.n Antonio. 
Texas; KGO, San Francisco; KMOX. 
St. Louis, Mo.; WSTV, Steubenville, 
0.; WHEN, Syracuse, N. Y.; WMAL, 
Washington, D. C; WITN, Washing- 
ton, N. C. 

as H. Peterson to v. p., Atlas Film, 
from western sales manager, CBS . . . 
Anthony Rizzo to the West and 
Joseph (Red) Muscato to Arrow 
Productions, both at ITC. 

Production: It looks like an S. J. 
Perelman comedy could be the next 
series to go into production at Ziv- 
UA. The producer-syndication pur- 
chased tv rights to his Acres and 

Sales: Post-1948 feature films 
are continuing to sell steadily. 
Seven Arts Associated's Films of 

the 50' s (Volume I) has now been 
sold in 90 markets. Latest stations to 
sign for the group of Warner Bros, 
features are WRGB, Schenectady: 
KVII-TV, Amarillo; WFIE-TV, 
Evansville, and KNDO-TV, Yakima. 

Screen Gems has sold its post- 
1948 packages to 42 stations. Of 
these 34 bought the 210 Columbias 
and eight took a group of 50 post- 
1948 action pictures. (Ten of the 34 
stations took both packages.) 

The eight stations which bought 
the 50 action pictures are: WBAL- 
TV, Baltimore; KPLR-TV, St. Louis; 
WKZO-TV, Kalamazoo; WJRT. Flint, 
and the four Wometko stations, which 
are WTVJ. Miami; WFC A-T\ . Jack- 
sonville; WLOS-TV. Asheville. and 
KVOS-TV. Bellinsham. 

International: Magnum Television 
International, heaxled by John Man- 
son in Latin America, h a- acquired 
the animated i\ series Rock) and His 
Friends for Latin distribution. 

Three tv stations in the Album - 
Schenectady-Troy area got to- 
gether for a joint telecast last 
week which showed how they had 
been fulfilling their public serv- 
ice obligations. 

The show was scheduled on all the 
stations— WRGB, WTEN and \\ AST 
— at the same time, 8:30-9 p.m. 

It was produced and directed In 
Hal Green and written and narrated 
by George Reading. 

Public service in action : WSBA, 

York, Pa., will telecast a traffic safe- 
ty campaign, Operation Safety, over 
the five-day 4 July holiday . . . 
WCBS, New York, helped the city 
of New York in a two-week campaign 
to recruit 940 new policemen. The 
city has had a shortage for several 
years . . . KDES, Palm Springs. Cal., 
is working with the Santa Fe Federal 
Savings and Loan Association to help 
high school students find summer jobs 
. . . WPTA, Fort Wayne. Ind.. and 
the Motor Truck division of Interna- 
tional Harvester created a half-hour 
special on construction of Northeast- 
ern Indiana. Highways . . . WBAL- 
TV, Baltimore, has awarded 18 spe- 
cial citations to advertisers who have 
sponsored public service tvpe pro- 
grams . . . The Herald Tribune sta- 
tions serving suburban New York 
will broadcast a special program. A 
Search In Suburbia, digested from 
a 12-hour seminar in which commu- 
nity leaders searched for a national 
goal or objective. 

Kudos: WBNS-TV, Columbus, O., 

received a special Air Force public 
service plaque for a 1960-61 non-com- 
mercial spot campaign amounting to 
over $10,000 for Air Force recruiting 
. . . WRCV-TV, Philadelphia, was 
honored as the "outstanding tv sta- 
tion in the nation" when it was pre- 
sented the Gold Bell award of the 
Catholic Broadcasters Association at 
their annual convention in Minneapo- 
lis. The same award also went to 
NBC for the program Living \fusic 
of the Church. 



3 july 1961 



[Continued from page 53) 

the area, here's one any announcer 
can be proud of. "Look at this mod- 
ern housewife. . . ."' This sets up a 
lovely demonstration of almost any- 

Now that we're on the subject of 
demonstrations, here are some fa- 
vorite lead-ins: "Watch this demon- 
stration," "Just as this powder, cap- 
sule, tablet, etc., dissolves, coats, 
fizzes, etc., in this beaker, so (name 
of product) works, dissolves, coats, 
etc., your stomach, hair, house, bath- 
room floor, etc." — As you can see 
the possibilities are endkss. A smart 
ploy is to follow this with, "Inde- 
pendent laboratory surveys reveal 
. . ." or "Leading medical authori- 
ties can tell you . . ." They do have 
a nice ring don't they? 

As for the announcer himself, it 
would be violating one of cliche's 
cardinal rules not to have the com- 
mercial open with his back to the 
camera. Cigarette in hand, (elimi- 
nate for cigar, pipe or lung cancer 
sponsors) he turns to the camera 
and says . . . "Oh hello there, I'm 
Winston Churchill" (your producer 
will tell you that if the announcer is 
allowed to identify himself by name, 
he'll accept scale. I 

Some random thoughts that come 
to mind also may be of help, but 
some of these old whines may need 
new bottles: "A word of caution, use 
only as directed." "If pain persists, 
see your doctor." "Does your I what- 
ever it is) look like this?" "MMMM 
that's good" I Use your own discre- 
tion on the number of M's) "Down- 
right delicious," "Deepdown good- 
ness," "So don't settle for ordinary 

_'s that only ," 

"Unlike harsh, ordinary 's 

that," "Lasts up to 3, 6, 500, 5 mil- 
lion times longer," "The secret's in 
the " 

Among many other hardy peren- 
nials of special appeal to cliche culti- 
vators in the "Madison Avenue" gar- 
den are! "Fast, fast, fast" (Always 
use in groups of three or the rhythm 
is spoiled.) 

A final word: As each of you ap- 
proaches the "New Frontier" of 
Clicheland, it might be wise to re- 
member that we are using a potent 
force. Heed the urgent plea of those 
who have gone before you — Use this 
power only for good. . . . ^ 





Herbert D. Strauss, executive v.p., has 
been elected president of Grey Advertising 
in a realignment of its executive team. 
Arthur C. Fatt, who had been president, 
becomes board chairman and chief execu- 
tive officer. Lawrence Valenstein, who had 
been chairman of the executive committee 
and board chairman, continues to serve as 
executive committee chairman. Now bill- 
ing at the rate of $58 million, Grey Advertising has more than 550 
employees at its New York headquarters and at branch offices. 

Thomas Tausig has joined Videotape Pro- 
ductions of New York as director of pro- 
gram sales. He formerly was with Grant 
Advertising as v.p. in charge of radio/tv. 
His television experience began at WTOP- 
TV, Washington, where he was producer- 
director and then program director. He 
came to New York seven years ago as tv 
account supervisor with Y&R and then 
joined Ted Bates. Before joining Grant he was advertising director 
with P. Lorillard, where he was involved in network and spot tv. 

Theodore F. Shaker has been named v.p. 
and general manager of ABC TV National 
Station Sales, Inc., a new company to rep 
the ABC o&o tv stations. In 1948 he joined 
Lorenz & Thompson (now Shannon) as a I 
newspaper and radio rep. After a stay at 
Farm and Ranch magazine and the Katz 
Agency, Shaker joined CBS TV Spot Sales 
in • Chicago and was transferred to New 
York. In 1955 he became general sales manager of WXIX-TV, Mil- 
waukee, and then director of network program sales, CBS TV. 

Wilford Thunhurst has been appointed 
radio/tv director for the Pittsburgh office 
of EWR&R. He formerly served as radio/tv 
producer for the agency's New York office. 
For nearly two years, he had been radio/ 
tv producer for Mc-Cann-Erickson. Prior 
to that he served in a similar capacity for 
Benton and Bowles. During 1954-55 Thun- 
hurst was associate producer and director 
for the DuMont tv network. He was graduated from Carnegie Tech., 
Pittsburgh, in 1947 and was a fighter pilot in the Army Air Force, 


3 july 1961 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Marketing efficiency and media efficiency have not always gone together, 
states Peters, Griffin, Woodward account executive Andrew B. Powell. All 
too often, he points out, they are compelled to apply rating point and cost- 
per- 1.000 formulas which cannot be adapted to local conditions in a given 
market. There is a wealth of spot tv opportunities, with proven sales records, 
which are turned down because they don't have the numbers. Programs, for 
instance, are often overlooked though they can provide ideal audience com- 
position and may very well be directed at the advertiser's best customers. 


'Marketing Efficiency VS Media Efficiency' 


^*pot television is perhaps the most flexible of all major 
advertising media but some of the nation's largest adver- 
tisers don't permit this flexibility to work for them. 

Our own studies here at Peters. Griffin, Woodward show 
that practicallv every nationally advertised product owns 
a different share of market from city to city. Some major 
markets present a perennial problem to certain products 
which are well established nationally, but they will apply 
the same national advertising formula to all markets with- 
out regard to the local sales conditions or the local avail- 
ability to the type of spot tv called for in the formula. 

We may from time to time suggest the use of a year 
round corporate tv program in problem markets, but are 
told this is not acceptable because it does not meet the 
requirements of a previously established spot tv formula — 
"We just don't do it that way." 

As a matter of fact, the corporate tv program is one of 
the most overlooked opportunities in media buying. It 
can be a feature film, hour or half-hour show, a 15, 10 or 
5 minute service program, that has ideal audience compo- 
sition and is directed at the advertiser's most productive 
customer. It may have done an outstanding job for a local 
advertiser for a period of years and actually delivers a 
better cost-per-thousand than many network programs. 


3 july 1961 

It offers an ideal shelter for the multiple product ad- 
vertiser who needs extra weight for his bread and butter 
products throughout the year but is always available for 
special deals, new products, etc. 

Actually this technique is used in network programs but 
is not applied to spot tv because spot is bought on an en- 
tirely different formula. 

Special events are another example of good spot tele- 
vision opportunities to accomplish a specific marketing 
job in any given area, but are frequently by-passed because 
no provision has been made for this type of advertising in 
the overall spot television plan. Integration with an im- 
portant local event, opportunities for publicity, promotion, 
salesman-customer relation, are all inherent in a great 
many special event programs and these can often out- 
weigh the advantages of low low c-p-m. 

From this seller's viewpoint it is often discouraging to 
have spot tv opportunities, which have proven sales rec- 
ords, turned down simpK because they don't have the 
numbers. Some day. some agency is going to commis- 
sion one of its top buyers to direct his attention to "Sell- 
ing Opportunities'' in spot television. There are plent) 
of them available. ^ 



For busy readers 

As any regular reader of sponsor knows, this publication 
is edited to help the men and women involved in buying and 
preparing broadcast advertising to do their jobs to best ad- 

This is no easy assignment. All industry has speeded up 
with its resultant demands on better trade publication per- 
formance. But in the broadcast field the scene changes from 
day to day and the tempo is faster than most. 

sponsor's readers are aware that we have not stood still in 
the face of changing conditions. Once a monthly, today spon- 
sor is a fast-paced weekly providing a full-stipend of signifi- 
cant news of the week together with its carefully-selected 

sponsor's important role is to keep its busy readers posted. 
We don't believe that broadcast reading should be limited to 
our publication, but we want to be sure that if the busy reader 
has time to comb through only one business book for broad- 
cast advertising information that sponsor will fully fill the 

Today our 18 editors cull the field for significant informa- 
tion. We print what you must know to keep ahead of your 
field. Much of what we gather never gets into print. We don't 
cover the waterfront. But what we do cover protects you in 
your knowledge of our field. 

Recently sponsor moved its popular sponsor-week sec- 
tion, which covers late-breaking news, to the first editorial 
spot at the front of the book. Added to sponsor-scope, wash- 
ington-week, sponsor-hears, and wrap-up this gives our 
readers a full quota of fast-reading, late-breaking informa- 
tion. All this and our big-length articles, too. ^ 

— Norman R. Glenn 

THIS WE FIGHT FOR: A healthy climate of 
respect and understanding between those who 
buy and those who sell radio/tv advertising. 
The most efficient use of the air media can only 
be achieved through mutual cooperation. 


Permanent spots! A bright, young, 
dignified (Harvard, '53) spot radio 
spokesman was blue skying about his 
favorite medium over a mid-town 
lunch table, when the waitress non- 
chalantly drenched his Brooks Bros, 
pant leg with roast beef gravy. After 
rude interrogation by a series of 
three employes of the eatery, the 
proper Bostonian was told he could 
submit the cleaning bill to the man- 
agement, but he should not do so 
during the luncheon rush. With fan- 
tastic restraint and decorum he re- 
plied, "Madam, there's no danger I'll 
ever be anywhere near here at lunch 

Self-sell: While delivering a Kinney 
rent-a-car commercial via WOR, New 
York, nocturnal philosopher Jean 
Shepard told his disciples of a former 
colleague from another city who got 
carried away with his own presenta- 
tion of rent-a-car message. Day after 
day the guy informed listeners they 
could have a car on their signature 
alone, no red tape. Unable to resist 
any longer, the announcer followed 
his own advice and obtained a vehi- 
cle gratis. The FBI picked him up in 
Florida two weeks later, about to 
board a boat for Peru. 

Remarkable self-control: N. Y. 

Post columnist Earl Wilson, living it 
up at Le Chambord, probably the 
world's most expensive restaurant, 
caught a glimpse of NBC's whimsical 
m.c. Bill Cullen. Confesses Wilson, 
he did not say hello to Cullen be- 
cause if the latter had looked over in 
his direction, he'd surely have said, 
"Hey, Bill, the price is right, hey, one 
dinner, $865. 

Can't argue about taste: While 
FCC Chairman Newton Minow aired 
his criticism of tv fare, including 
children's programs, on ABC TV's 
Issues and Answers, his two daugh- 
ters, ages five and seven, ignored 
their daddy's image on the monitor 
and concentrated on a game of cards. 
When the show came to a close and 
the Chairman was ready to shove off, 
he had a job on his hands ungluing 
the young ladies' eyes from the tv 
screen. A cartoon program followed 
Issues and Answers. 




3 july 1961 

Flint-Bay City-Saginaw moves into the top 40 

(in actual TV homes delivered) 

When Flint and Bay City-Saginaw were recently 
combined into one market, it changed everybody's 
list of the top 40 TV markets in the country. Have 
you brought yours up to date yet? 

To check, just see if you've got Flint-Bay City- 
Saginaw listed in the same neighborhood as 
Providence, Charlotte and Denver. For that's where 
this Eastern Michigan market has moved on the 
all-important basis of homes delivered.* That is, 
homes with TV sets actually tuned in. 

Another thing well worth noting is that nearly all 
the viewers in this heavily populated urban market 
get their television from within the area. And, of 
course, that's where WJRT is-with City-Grade 
service to Flint, Bay City and Saginaw. 

You can get more information about this new 
top-40 market, and about WJRT, simply by calling 
our representatives: Harrington, Righter& Parsons, 
Inc. Offices in New York, Chicago, Detroit, Boston, 
Atlanta, Los Angeles and San Francisco. 

'Based on ARB Reports— March, 1960 (Sun. -Sat., 6-10 p.m.) 




7 k ft ft 1 9 


WJAR-TVhas meant "television" to RHODE ISLANDERS since 1949. Penetration 
of the Must Buy Providence Market has been a matter of solid coverage, 
audience, and facilities. 

J. S. "Dody" Sinclair, President and General Manager of WJAR-TV, high- 
lights Providence market leadership as he pushes the button on one of the 
station's two new Ampex VR 1000C Intersync videotape recorders. Jack 
Flynn, Ampex Eastern Sales Manager, looks on. Generally, the better th( 
equipment, the better the station. Better stations in better markets get more 
business, can afford the best, most, first. And WJAR-TV is as well equipped 
as any Must Buy station in **« v m v^ fTlT T N R f A B ( 
any Must Buy market. Ifl/ f\ If - Represented b 

' U {1 JL W Mm Edward Petry & Co., Inc. 

lO JU' 961 

copy* $8 i -nr 


First IN the air... 


Home of the Wright Brothers, fathers of avia- 
tion, home of Wright- Patterson Air Force 
Base, Headquarters for Air Force Logistics 
Command . . . this cosmopolitan, industrial, 
air-minded city is now the 3rd largest market 
in Ohio. 

First ON the air... 

High-flying WING has captured the hearts 
(and ears) of air-minded Dayton. More na- 
tional and local advertisers spend more dollars 
on WING than any other Dayton station be- 
cause WING delivers more audience and sales. 

Dale Moudy, Vice President — General Manager 
Don Sailors, Vice President — Sales Manager 


Prices for spots in 40- 
second break, will, in 
most cases, be 150' < 
for30's,200 f r for 40% 

Page 27 

How to buy 9 
tv specials 
for $8 million 

Page 30 

Whose Top 50 
tv markets 
do you mean? 

Page 34 

Agency study 
shows radio's 
creative needs 

Page 36 

Now... we take you 
to the State Capitol 


for the crucial 
Sales Tax Vote! 

4 i i 

: M 

The important tally was beginning . . . the state 
legislature was about to dip into the public's 
pocketbook. Interest was at fever pitch. As the 
legislators went into overtime session, WFAA 
took its listeners direct to the State Capitol for 
an on-the-spot count with Southwest Central's full 
time Austin correspondent, Clyde Butter. 
The measure fell by one vote ! 
Now . . . a new fight is shaping! And a new 

opportunity for Southwest Central WFAA 820 
to give the full report first and first hand. 
It's YOUR opportunity, too. The opportunity to 
place your message where it can reach the news- 
interested, highly informed audience which 
depends on Southwest Central. 
Call your Petryman now for your schedule on 
WFAA 820 . . . the most listened-to spot on the 
dial . . . WFAA 820, where listeners are buying 

"^^d^t&^j" WFAA 


820 radio 




(Edw.rd I Pelry & I Co.. Inc.] 


The new March ARB shows 


has increased it's audience in 


Michigan's second market by 


during the past twelve months! 

(Sunday through Saturday . . . 9:00 am - Midnight) 
Now . . . more than ever . . . WJ/M-TV dominates Mid-Michigan! 

PONSOR • 10 .JULY 1961 

Your car, madame . . . 


But where is the car? 
Here we are floating . . 


Magic, you say? Yes! 
Camera and film magic! 


A writer is in deep thought . . . 

"M-m-m— magic ride. How can 
we do that? A flying carpet? M-m-m 
—could be? But can't we do better?" 

The writer drops back into deep 
hought. Suddenly . . . 

"I've got it! Magic ride! Young 
:oup/e— riding through the country. 
^o car — just floating. Magic! 
that's what we want!" 

Grand idea. But how to do it? 
* * 

Film was the answer— film with 
all its versatility — its adaptability. 
: ilm with a special prism camera— 
dIus time, patience, skill. 

Result: a TV commercial to rave 
about — unusual in every way. — 
Deauty— impact— memory value. 

But that's film for you! Film does 
he unusual— gives you the com- 
"nercials you want — and when! 

What's more, film, and film 
nlone, gives you the convenience, 
:overage and penetration of mul- 
iple markets that today's total 
jelling requires. 

For more information, write 

Motion Picture Film Department 


Rochester 4, N.Y. 

East Coast Division 

342 Madison Avenue 

New York 1 7, N.Y. 

Midwest Division 

1 30 East Randolph Drive 

Chicago 1, III. 

West Coast Division 

6706 Santa Monica Blvd. 

Hollywood 38, Calif. 

or W. J. German, Inc. 

Vgents for the sale and distribution of 

:astman Professional Films for Motion 

'ictures and Television, Fort Lee, N.J., 

Chicago, III., Hollywood, Calif. 


Chevrolet Motor Division 

Campbell-Ewald Co., Inc. 

Rene Oulmann— 
Arco Film Productions, Inc. 

© Vol. 15, No. 28 • IO JULY 1961 




How network o&o's will sell 40-second breaks 

Network o&o's and oilier stations grapple with rate structure problems 
arising out of the expansion of station-break time al night in September 

How to buy 9 tv shows for $8 million 

30 Al Hollender, exee. v.p., Grey Advertising, tells how careful planning 

allowed his agency to pick 6 of the 10 top tv specials last (season 

New Nielsen study gives in-depth N.Y. profiles 

32 Special Audimeter study in metropolitan N.Y. provides qualitative data 
on tv audiences according to nine different viewing home breakdowns 

Shivaree in Nashville 

3 3 Pet Milk's fourth annual talent search for country and western music 
performers was three-way hoedown verging on old-fashioned Shivaree 

Whose top 50 do you mean? 

34 There's more than one way of ranking tv markets, says veteran air media 
researcher, who disputes notion that smaller markets are less efficient 

Agency survey shows radio's startling creative needs 

36 Agency men blame advertiser apathy to radio on lack of projection, by 
radio salesmen, of new and imaginative ways for utilizing the medium 

"Our new features cry out for tv" 

38 Fedders coolers take tv plunge to show off timer, rapid installation. Net 
tv spearheads $4 million push backed by spot tv, net-spot radio, print 

NEWS: Sponsor- Week 7, Sponsor-Scope 19, Spot Buys 48, Washington 
Week 55, Film-Scope 56, Sponsor Hears 58, Sponsor-Week Wrap-Up 64, 
Tv and Radio Newsmakers 71 

DEPARTMENTS: Sponsor Backstage 14, 49th and Madison 
16, Sponsor Asks 41, Tv Results 42, Timebuyers at Work 44, Seller's View- 
point 72, Sponsor Speaks 74, Ten-Second Spots 74 

Officers: editor and publisher, Norman R. Glenn; executive vice presi- 
dent, Bernard Piatt; vice president and assistant publisher, Arnold Alpert; 
secretary-treasurer, Elaine Couper Glenn. 

Editorial: executive editor, John E. McMUlin; news editor, Ben Bodec; 
managing editor, Alfred J. Jaffe; midwest editor Given Smart; assistant news 
editor, Hey ward Ehrlich; associate editors, Jack . Lindrup, Ben Seff, Ruth 
Schlanger, Diana S. Sokolow, Lauren Libow; columnist, Joe Csida; art editor, 
Maury Kurtz; editorial research, Carole Ferster. 

Advertising: assistant sales manager, Wiliard Dougherty; southern man- 
ager, Herbert M. Martin. Jr.; midwest manager, Paul Blair; western manager, 
George G. Dietrich, Jr.; sales service/production^ Shirley S. Allison, Barbara 

Circulation: /„ ( /, Rayrnan, Kathryn O'Connell; Readers Service, Gail 

Administrative: office manager, Fred Levine; George Becker. Michael 
Crocco, Syd Guttman, Irene Sulzbach, Geraldine Daych. Jo Ganci, Manuela 

Santalla, Andrea Shuman. 

Member of Business Publications 
Audit of Circulations Inc. 

© 1961 SPONSOR Publications Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive. Editorial. Circulation, and 
Advertising Offices: 40 E. 49th St., New York 17, MUrray Hill 8-2772. Chicago Office: 612 
N. Michigan Av. (11), Superior 7-9863. Birmingham Office: 3617 8th Ave. So., FAairfa* 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28). Hollywood 4-8089. Printing Office: 
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada S9 a year. Other 
countries $11 a year. Single copies 40c Printed U.S.A. Published weekly. 2nd class 
postage paid at Baltimore, Md. 




there is nnthinK harder to fttop than a trend 

Thrrr 1« nothing hjrdt * U. -l.-v' than a tnnd. 

Well, what kind of a trend has it been? 

It's been, first, a trend to first place.* To the largest 
share of the viewing audience where it counts most. 

From October to June, in the markets where they can 
watch all 3 networks, they watched ABC-TV most.* 

It's been a trend to new successes in new program- 
ming. My Three Sons and The Flintstones, for example, 
have continually hit the top ten. And such established 
trends as The Untouchables, 77 Sunset Strip, The Real 
McCoys, have kept trending right along. 

It's been a trend to a new trend in public service 
series. Witness the acclaim for Sir Winston Churchill: 
The Valiant Years, Close-Up!, Expedition. And a new 
trend in news reporting: ABC-TV News Final. 

It's been a trend to sports leadership . . . with Fight 
of the Week, NCAA and American League Football, 
College Basketball, All Star Golf, ABC-TV Wide World 
of Sports. 

It's been a trend to the most tangible kind of 
sponsor enthusiasm— a 20% jump in billings for the 
first quarter of '61, a figure far in excess of the industry 

It's been a trend to new affiliate successes, t In Port- 
land, Ore., Seattle-Tacoma, Salt Lake City, Boston, 
Milwaukee, after affiliate switches to ABC-TV, aver- 
age evening audience shares soared as much as 52%. 

It's been, in summary, that happiest of trends— an 
uptrend. A direction in which, it should be noted, we 
have every programming intention (Top Cat, The Neiv 
Breed, Target: The Corruplors, Calvin and the Colonel) 

° nt U6 ABC Television 

♦Source: Nielsen 24 Market TV Report?, Average Audience, week ending Oct. 
16. 1960 thru week ending June 18, 1961. Mon.-Sat. 7:30 to 11 PM. Sun. 
6:30-11 PM. vs. similar period a year ago. tSource: American Research Bureau. 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 

j 10 July 1961 



L&N suggests that stations reduce price of twenties 
by 10% in sold-out 40" breaks; asks assurance on IDs 

Lennen & Newell has expressed 
its views on the 40-second station 
break in a 30 June letter to station 

The agency, regarded as one of 
the top ten in the U. S., spends 
about one-fourth of its money in 
spot tv. 

The letter, from v. p. media direc- 
tor Herbert Zeltner, expressed L&N's 
attitudes toward the new break and 
made some suggestions. 

First of all, the agency believes 
that triple-spotting will not increase 
nor will spot tv's effectiveness de- 

However, the problem of spots of 
varying length was called "a fairly 
unsettled situation" to become sta- 
ble only as use and pricing prac- 
tices develop. 

L&N deplored a really drastic cut 
in spot prices, since this would not 
give stations 
more revenue 
than at pres- 
ent. Yet it felt 
that to main- 
tain current 
prices for a 
length in the 
expanded spot 
untenable pricing 

Herbert Zeltner 


would be 

L&N was especially concerned 
lest a 40-second commercial "eat 
up the same amount of funds as a 

network participation would cost — 
offering completely national cover- 

The agency suggested therefore 
that a 10 per cent reduction in 
prices of twenties take place in 
sold-out breaks. This could still give 
stations a 20 per cent increase in 

L&N proposed, should only one of 
two twenties within the 40-second 
break be sold, that current prices 
be maintained. 

It was also proposed that 30 and 
40-second spots be priced in multi- 
ples of the reduced base. 

L&N also suggested that some 
means be provided of assuring non- 
pre-emptible IDs in volume, reason- 
ably uniform throughout the coun- 
try. If not protected, the ID would 
no longer be a tool for major na- 
tional campaigns. 

Zeltner argued that unless spot 
rates are held down for the new, 
(Continued on page 9, col. 1) 

Major food & grocery Co.s 
putting greater ad share in tv 

Television's dominance as an ad- 
vertising media used by national 
and regional food advertisers is in- 
creasing, reports TvB. 

The top 20 advertisers put more 
than half their advertising money 
into tv in 1960. Last year they in- 
creased total advertising expendi- 

tures by 3.4% and their tv spending 
by 5.7%. 

The same group increased their 
investment in tv by more than 10% 
during the first quarter of 1961. 

Food and grocery advertisers stud- 
ied included only food products and 
grocery stores; omitted were non- 
food products often sold in groc- 

As a class these advertisers spent 
$277 million last year on gross net- 
work time and spot tv. They spent 
$81 million in the first quarter of 
1961. The increase over 1960, if tal- 
ent costs are added, was $1 million 
a day. 

The biggest advertisers as a group 
has the best profit picture in their 
field. While 146 food companies 
suffered a 0.3 per cent profit decline 
in 1960, the top twenty advertisers 
enjoyed a net profit increase of 8%. 

Ten leading coffee advertisers 
spent $31.9 million in spot and $8.8 
million in network tv in 1960, as fol- 
lows (in millions): General Foods, 
(Continued on page 9, col. 1) 

C&W TO B&B 1 OCT. 

Texaco's exit from Cunningham & 
Walsh, rumored in the trade lately, 
became a reality this week. 

The oil advertiser will go to Ben- 
ton & Bowles effective 1 October. 

Involved are some $12 million or 
more of annual advertising billings. 

Just last year Conoco left B&B to 
go to Clinton E. Frank. Other oil 
companies which also shifted agen- 
cies in the recent past are Ameri- 
can, Shell, and Cities Service. 


10 JULY 1961 

For exciting news that hits them where they 
live, listeners turn to the CBS Owned Radio Sta- 
tion in their community. Instead of routine re- 
ports they get news in depth, news with color, 
first-hand news from men on the scene, who 
know the scene. With this extraordinary cover- 
age it's no wonder that the CBS Owned Radio 
Stations across the country are consistently 
honored for excellence in presenting the news- 
local, national and international. 
Recently KNX Los Angeles and KCBS San 
Francisco swept practically all the top Associ- 
ated Press awards in their areas; WBBM Chi- 
cago won three first awards and a second-place 
award from AP in Illinois; WCAU Philadelphia 
received the Pennsylvania AP Award for out- 
standing reporting. WCBS New York, WEEI 
Boston and KMOX St. Louis were honored for 
outstanding reporting and public service broad- 
casting by such groups as Ohio State University 
and United Press International. 
Such distinguished reporting and intelligent 
presentation of the news are in keeping with 
the kind of idea radio found on the CBS Owned 
Radio Stations. It's radio for adults... informa- 
tive, stimulating, entertaining. It's radio that is 
rewarding for the listener and the community. 
And for the sponsor, too. 



Represented by CBS Radio Spot Sales 

io July 1961 SPONSOR-WEEK 

(Continued from page 7, col. 2) 
longer announcements, they would 
lose "a demonstrable edge in effi- 
ciency" and money would tend to 
go into network participations. 

The agency refused to recommend 
any actual pricing practices. How- 
ever it asked for "tangible evidence" 
that stations had changed their poli- 
cies toward prices and availability. 

"The best place to make your 
move," Zeltner wrote to the reps, "is 
obviously with the most competitive 
rate card your stations can publish." 

(Continued from page 7, col. 3) 
$11.7 and $5.9; J. A. Folger, $4.4 and 
none; Standard Brands, $2.6 and 
$0.9; Nestle, $2.6 and $0.7; Hills 
Bros., $1.7 and $1.0; Duncan, $1.1 
and none; M. J. B., $1.1 and none; 
Chock full o'Nuts, $0.8 and $0.02; 
Paxton & Gallagher, $0.8 and none, 
Wm. B. Reily, $0.7 and none. 

Of the 20 leading food companies, 
13 increased their tv share in 1960 
over 1959, as follows (in percentages 
of total advertising): General Mills, 
53.4 to 57.5; National Dairy Products, 
36.0 to 42.8; Kellogg, 61.8 to 75.3; 
Campbell Soup, 29.8 to 32.0; Nation- 
al Biscuit, 67.2 to 72.0; Quaker Oats, 

36.3 to 38.5; Hunt Food, 36.3 to 49.5; 
Pillsbury, 44.0 to 68.3; Ralston Puri- 
na, 69.8 to 71.8; Carnation, 36.8 to 
57.2; Heinz, 39.7 to 40.8; Beech-Nut, 

75.4 to 86.3, and California Packing, 
6.8 to 17.4. 

Barry suceeds Werner at Y&R 

Charles C. Barry is the new direc- 
tor of the radio and television de- 
partment at Young & Rubicam. 

He joined the agency two years 
ago and has been in charge of tv/ 
radio programing. 

The former director of the depart- 
ment, v.p. Mort Werner, has re- 

Werner is going to NBC TV as v.p. 
in charge of programing. Barry, inci- 
dentally, is a former NBC TV pro- 
grams v.p. 

Container Corp. 
back at Ayer 

Container Corp., which left 
N. W. Ayer last January after 
a 25 year affiliation, has re- 
turned to the agency. 

Deciding factor is under- 
stood to be Ayer's concession 
in building up its Chicago of- 
fice where Container is based. 

Account is figured to be 
worth $0.5 million. 

NBC spot sales unchanged 

NBC TV Spot Sales is not chang- 
ing its complexion in any way. 

It will continue to represent the 
NBC TV o&o's on all national spot 
business, and exclusively so. 

In other words, each o&o sales 
staff will sell locally only, leaving 
national sales, regardless of market, 
to NBC TV Spot Sales. 

WBOF, Norfolk, to mutual 

Two Norfolk stations of Metro- 
WBOF, Inc., have affiliated with the 
Mutual Broadcasting System. 

They are WBOF and WYFI-FM. Lat- 
ter is among the first separately pro- 
gramed fm stations to become a net- 
work affiliate. 


Joining the Philadelphia office of 
N. W. Ayer are four new executives. 

Selden B. Clark, former Philadel- 
phia branch sales manager of Rem- 
ington Rand electric shaver division, 
joins as a representative. 

Robert J. Hardy leaves D-F-S, New 
York, to join the media department 
as a timebuyer. 

George P. Keeley, former assistant 
to the president of Hercules Ce- 
ment, joins the agency's plans and 
marketing department. 

Ernest L. Taylor leaves C&W to 
join N. W. Ayer as a copywriter. 


All radio and tv activities of Time, 
Inc., are being put under an um- 
brella company, Time-Life Broad- 
cast, Inc. 

Weston C. Pullen, Jr., a Time Inc. 
v.p., has been named president and 
a director of 
the new com- 

Others with 
T-LB v.p. and 
d i rector's 
stripes are F. 
S. Gilbert, for- 
mer general 
manager of 
Time magazine, and Sig Mickelson,. 
ex-president of CBS News. 

At present the radio/tv division of 
Time Inc. is producing a radio news 
show, "Topic A," is developing other 
air media services, and is looking 
into broadcasting opportunities 

Time-Life Broadcast, Inc., owns 
and operates four sets of stations: 
WTCN and WTCN-TV, Minneapolis; 
KLZ and KLZ-TV, Denver; WOOD and 
WOOD-TV, Grand Rapids, and WFBM 
and WFBM-TV, Indianapolis. 

W. C. Pullen, Jr. 

Storer into tv programs now 

Storer Broadcasting is entering 
the tv program production field. It 
is forming a subsidiary to produce 
and distribute tv programs. 

The new company will be based 
in New York and will have offices in 
Chicago and the West Coast. 

Writers, producers, and properties 
are now being lined up. A sales team 
will be formed later. 

Yardis acquires Keilson 

Yardis Advertising Company, Phil- 
adelphia, has acquired a New York 
advertising agency, Keilson Com- 
pany, Inc. 

The acquisition was through Yar- 
dis Advertising Company of New 
York, a recently formed subsidiary. 

The agency acquisition is Yardis* 
fifth in the last two years. 


10 JULY 1961 


mmi is 

different from 
os Angeles ... 0^" 

and because people are different in different markets . . . Storer programming is different! We put together a flexible format 
to fit the needs of the community . . . making it local in every respect. That's why Storer Stations are liked, watched and 
listened to— why they rate high in the 9 key markets where they are located*. Local programming— quality-controlled — 
assures you the best is being presented. You know you've made the right buy when you buy a Storer Station. Storer 
representatives have up-to-the-minute availabilities at their fingertips. Important Stations in Important Markets. 

*WGBS rates number 1 in Miami. KGBS blankets Southern California ivith 50,000 watts. 






















10 JULY 1961 

io July 1961/SP0NS0R-WEEK 



Walt Disney will highspot the up- 
coming RCA Victor home instrument 
advertising campaign in various me- 
dia, it was revealed by Jack M. Wil- 
liams, vice president, advertising 
and sales promotion, RCA Sales 
Corp., last week. Williams said Dis- 
ney will be personal spokesman for 
color tv and several of his charac- 
ters, including new ones, will be em- 
ployed in RCA Victor ads, store dis- 
plays and other promotional en- 

"Walt Disney's Wonderful World of 
Color" on NBC-TV this fall will con- 
centrate on color subjects and Wil- 
liams was confident that the Disney 
pitch in behalf of color would spark 
greater sales for such sets. "Last 
year when black-and-white set sales 
dropped for the industry, color set 
sales rose," Williams said. "Public 
acceptance of color is advancing 
daily and there is every indication 
that it will pace the home entertain- 
ment industry during the sixties." 

"In the past, we have used an 
'umbrella' approach in launching 
our new product lines," Williams 
said. "Now under our more flexible 
plan, each category will receive in- 
dividual advertising and promotion 
attention while at the same time al- 
lowing us to 
remain flexi- 
ble to take ad- 
vantage of late 
product news 
RCA will al- 
ternate spon- 
sorship with 
Eastman Ko- 
dak of the new Disney programs on 
NBC-TV Sundays from 7:30 to 8:30 
p.m., starting Sept. 24. Disney, who 
pioneered in color motion pictures, 
is a great believer in the added en- 
joyment provided by color, Williams 

sponsor • 10 jily 1961 

J. M. Williams 

M-E figures 
rural ratings 

McCann-Erickson made pub- 
lic its method for bringing pro- 
gram ratings down to the grass 
roots level. In operation since 
January, the "Television Coun- 
ty Rating Indicators" are de- 
termined through application ol 
a M-E formula to published 
coverage data. 

Using this system, M-E re- 
searchers put together some 
15.000 share figures, by station, 
by county. Given the conven- 
tional program rating, which 
pinpoints metropolitan areas 
only, M-E purports to be able 
to produce a rating breakdown 
by county outside the metro 

TvB finds research lacking 

"Most communications research 
is found to be inadequate, limited, 
and superficial." So reads in part a 
conclusion from a two-year study in 
mass communication at Pennsyl- 
vania State University commissioned 
by TvB. 

The study is part of TvB's cam- 
paign for a massive and continuing 
program in the field of mass com- 
munication, which TvB pres. Norman 
Cash declared to be urgently needed 

Besides the university study, TvB 
has also been running a competi- 
tion for exceptional plans in the 
field of tv research. Nearly 150 orig- 
inal plans were submitted and are 
now being evaluated. The outcome 
of the competition will be revealed 
this fall. 

Nearly sixty universities are rep- 
resented among the entrants to the 
competition. Six come from foreign 

One conclusion of the Penn State 
study was that two visual elements 
— such as a picture and a super in 
a commercial — are more effective 
than either alone. 


Campbell Soup Company has ap- 
pointed a special agency to develop 
advertising for specialized media 
directed to the medical and allied 
health professions. 

The agency is Cortez F. Enloe, 
Inc., of New York. 

Aiello made GMM&B v. p. 

Vincent F. Aiello has been elected 
a v.p. of Geyer, Morey, Madden & 
Ballard, Inc. 

He joined the creative department 
of the agency last November as a 
member of a 
special crea- 
tive unit con- 
cerned with 
study and 

Aiello was 
senior v.p. and 
director of creative planning at Mac- 
Manus, John & Adams. Before that, 
during his 14 years at Kudner Agen- 
cy, he was executive v.p. and crea- 
tive director. 

Still earlier he had been associ- 
ated with Grey and with Paris & 

Vincent F. Aiello 

Out-of-home radio bonus 28% 

Out of home radio listening dur- 
ing the winter of 1961 amounted to 
almost a 28 per cent bonus, accord- 
ing to Pulse. 

Between 6 a.m. and midnight 15.2 
per cent of all homes used radio. 
There was additional out-of-home 
listening of 4.2 per cent, projected 
nationally to 2.2 million families 
during the average quarter hour. 

The winter out-of-home bonus 
showed a slight decline from 1960 
when it was 4.6 per cent, attributed 
to extreme weather conditions this 

More SPONSOR-WEEK on page 64 






At your servic 

Service is the watchword 
of CBS Television Stations 
National Sales (formerly 
CBS Television Spot >ales), 
now the national sales 
organization for the CBS 
Owned stations exclusi 

Only the name has changed. 
These live major-market 
stations are being sold now 
by the same full-strength 

aff of sales specialists in six 
ional office backed by 
the same irray of experienced 

search, promotion and 
service people. What results 

a finely-tuned sales for< 
with the knowledge and ti 
time to be an "extra arm" 
I i advertisers and agencies- 
to render total sen ice to 
sponsors seeking even greater 
efficiency from television's 
sight, sound and motion. 

An unbeatable combination- 
the sales impact you get 
from the CBS Owned stations 
(w< i v NewYork,WBBM-TV 
Chi( igo Li Lo Angeles, 
\ Philadelphia and 
St. Louis) plus the 
in-depth you get from 
National S .(with 
offi< N tfY< 'hicago, 

San I i sco and Atlant 




2.9 to 1 

The March, 1961, ARB shows 
that KOSA-TV leads in total 
homes reached in 341 out of 
482 surveyed quarter-hour 

This means that KOSA-TV 
is the "dominant" station 
71% of the time in the 
nation's richest retail mar- 
ket (retail sales $5,887.00 per 
household*) and in the adja- 
cent trade area of West 

♦Sales Mgmt Survey of Buying 
Power May, 1961 



to sell "West Texans... 

Get 34% of New Mexico to boot 




© Q ® 



Jack C. Vaughn, Chairman of the Board 

Cecil L. Trigg, President 

Ceorge C. Collie, Nat. Sales Mgr. 


by Joe CsiJa 


Fun, facts and poppycock 

I have followed the erratic seminars which 
have constituted the Federal Communications 
Commission's inquiry into television program- 
ing with keen interest for these past two years. 
The hearings are always ahsorhing, occasionally 
enlightening, and, quite frequently, highly amus- 
ing. The first week or so of the current sessions 
held here in New York before FCC examiner 
James Cunningham, and lawyers Ashbrook Bryant and James Tier 
ney had its full quota of fun, facts, and plain poppycock. 

Two of the more successful writers who testified seemed to me 
most tolerant of tv's (and, particularly, the networks') shortcomings. 
These were Tad Mosel and Robert Alan Aurthur. They did not de- 
nounce either the medium or the webs in the totally black and 
vehement terms of some of their fellows. Mosel said he thought 
maybe the big mistake in tv programing was that somehow every- 
body decided, all of a sudden, to try to make tv shows like movies. 
It was his feeling that the public would, in time, tire of violence on 
the tele tube just as they have tired in the past of quiz shows and 
other once highly popular formats. 

Aurthur's opinion was that one of the major reasons for the de- 
cline in live, quality dramatic shows on television was that costs had 
increased at such a tremendous rate. He reminded the hearing 
room that only five or six years ago, the Philco-Goodyear Playhouse 
was being brought in week in and week out at about $34,000 per 
show. Last year, he pointed out, the budget on Producer's Sunday 
Showcase ran $100,000 per program. 

There's trouble all over 

I wondered what it was in Aurthur's and Mosel's experience and' 
background, which enabled them to view the problem with whal 
seemed to me to be so much more depth and understanding than 
some of the other witnesses. Possibly it could be that both of them 
have had recent experiences with another segment of culture, art, andi 
show business which is having troubles to match television's own 
I'm talking, of course, about the legitimate theatre. 

My wife, June and I, sat in the Belasco Theater on 44th St. sev 
eral months ago, and counted the house before the curtain went u| 
on Tad Mosel's rich, warm, and moving play, "All the Way Home. 
There were 44 people in the orchestra, and not too many more thar 
that in the balcony. The play, as I've indicated with the three adjec 
tives above, is a fine one. Another television veteran, Fred Coe (ii 
association with a Broadway producer-press agent named Arthui 
Cantor) produced it in excellent taste, and the acting by Colleei 
Dewhurst, Aline McMahon, Arthur Hill, Lillian Gish, and others i 
what drama writers like to call memorable. The direction by Arthu 
(Please turn to page 46) 


10 july 196: 





'" ■ 




MOM i 

Mnaoi » 


Draw your sales areas as you will . . . 

Nielsen Station Index now can match your 
other marketing data, area by area, with 
measurements of tv sales messages (yours 
and your competitors'). Whether your market 
is national, regional, or local, NSI now is more 
useful than ever as a source of the tv audience 
facts you need for appraising your present adver- 
tising and marketing efforts and increasing their 

The reasons are demonstrable. NSI service 
now covers all tv viewing in the nation . . . uses 

larger samples . . . measures even the least 
populous areas . . . reports each market season 
to season and the major markets every month 
. . . simultaneously measures all markets twice 
a year . . . and continues to use the superior 
techniques and quality sampling it pioneered 
seven years ago. 

Ask today. . . 

. . . for a copy of Tv Audience Facts 

by Sales Areas, just published. 

Nielsen Station ndex 

a service of A. C. Nielsen Company 

2101 Howard Street, Chicago 45, Illinois • HOIIycourt 5-4400 

NSI is a Registered Service Mark of the A. C. Nielsen Company. 




360 N. Michigan Ave., FRanklin 2-3810 
575 Lexington Ave., MUrray Hill 8-1020 

70 Willow Road, DAvenport 1-7700 

l'ONSOR • 10 JULY 1901 


49th and 

First NAB chairman 

I read with great interest a reference 
in your good magazine to the early 
days of the television board of NAB. 
A statement was made therein con- 
cerning the first chairman of that 
board which is inaccurate. 

In order to set the record straight 
— Eugene (Gene) Thomas was the 
first chairman of that board as for- 
malized. As we all know, he did an 
exceptionally good job in those pio- 
neer days of this new industry as 
part of the NAB. 

Thad H. Brown, Jr. 

O We appreciate ex-NAB v. p. Thad Brown's assist 
in clearing up an error that has been called to our 
attention by other readers. Under Thomas' leadership 
an excellent start was made and such outstanding de- 
velopments as the NAB Tv Code were started. 

Disputes viewing figures 

The data on tv viewing habits of 
large and small families carried in 
SPONSOR-SCOPE (29 May, page 
18) is incorrectly attributed to Niel- 

Inasmuch as we will shortly pro- 
vide clients with precisely this kind of 
information, it is important to untan- 
gle things as quickly as possible. 

The hour-by-hour tv usage figures 
showing the differences in large and 

WAVE -TV viewers brew 
28.8% more COFFEE and TEA 

—toast 28.8% more toast, and 
enrich it with 28.8% more "spread"! 

That's because WAVE-TV has 28.8% more 
viewers, from sign-on to sign-off, in any 
average week. Source: N.S.I., Dec., 1960. 




THE KATZ AGENCY, National Representatives 

small family tv activity which you at- 
tribute to Nielsen are in substantial 
disagreement with the actual Nielsen 

I hope in the future you will accept 
Nielsen as the proper source for Niel- 
sen material. 

Erwin H. Ephron 
director, press relations 
A. C. Nielsen Co. 

• The agency the referred data was obtained from 
affirms that it got these figures in advance from Niel- 
sen for a special project it was doing. 

'Correction please' 

Correction please! For nine years 
our company has been and still is 
successfully and profitably represent- 
ing KVOS-TV, Bellingham, Wash., 
which was recently acquired by 
Wometco Enterprises, Inc. Accord- 
ingly, we were quite surprised to see 
our company was not listed as the 
representative of our station in the 
article "Watch those tv station 
groups!" 29 May issue of sponsor, 
and another firm was. 

We will appreciate your kindly 
correcting this. 

Joseph Bloom 
Forjoe-Tv, Inc. 
N. Y. C. 

Let the chips fall 

I was interested in your item on 
page 62 of the 17 April issue listing 
fathers and sons in the agency busi- 
ness. In addition to the listing of 
a "second Hobler Chip," I bring to 
your attention that there was a 
"glaring" omission. 

In the interest of fraternal love and 
complete reporting, I should advise 
that my brother, Wells A. Hobler, 
was overlooked. 

Wells A. Hobler is a vice president 
and account supervisor at the Gard- 
ner Agency in St. Louis and has been 
in the agency business since 1946. 
Just thought you'd be interested! 
And I guess this gives us equal bill- 
ing with the Colwells. Perhaps we 
even out-rank them when the second 
Hobler chip, with Videotape, now 
becomes the third Hobler chip, and is 
recognized as you did recognize him. 

Edward W. Hobler 

vice president 

Needham, Louis & Brorby 


• Don't jump too soon to conclusions. Bob Colwell 
has a third generation chip who can reel off most 
of the jingles. 



10 JULY 1961 


"FILMS OF THE 50's" 










NEW YORK: 270 Park Avenue YUkon 61717 

CHICAGO: 8922-D N. La Crosse, Skokie, III. ORchard 4-5105 
DALLAS: 5641 Charlestown Drive ADams 9-2855 

BEVERLY HILLS: 232 So. Reeves Drive GRanite 6-1564 

For list of TV stations programming Warner's Films of 
the 50's see Third Cover SRDS (Spot TV Rates and Data) 



The small-fry television audience is a "major market" within the major market, New York. More 
youngsters are concentrated within our primary signal area (2,988,000, 5 to 14) than there are 
people in all Metropolitan Los Angeles!* wpix-11 has the kiddy market "cornered." During 
the late afternoon and early evening hours when the children "own" the TV sets, wpix-11 
owns the children — attracting more than twice the children's audience of any New York eJ 


TV station.** Virtually every major children's advertiser is a part of this block-buster lineup \ 

that delivers the largest children's audience in the land! 

•Projected from 1960 Census Preliminary Report. 
**Full details on request. 


Interpretation and commentary 
on most significant tv/ radio 
and marketing news of the week 


10 JULY 1961 

Copyright 1961 



It's been a first-half-year of welkin-roaring alarums (Newton Minow, FCC's 
program-type autopsy, TvB vs. Nielsen), wholesale account migrations, tv media 
policy changes (40-second chainbreak, CBS TV daytime minutes) and wrenching 
shifts in the structure of station representation (groups going on their own, net- 
work spot divestments), etc. 

Having scanned this array of significant, controversial and problem-making events, you 
wonder what shadows or trends they may have cast before them for the next six months. 

SPONSOR-SCOPE last week took this bit of wondering to an assortment of people on 
Madison Avenue whom it has found pretty apt at crystal-balling and the consensus of pre- 
diction that emerged was something to this effect: 

• It will take quite a while for the expanded chainbreak to settle into the 
mold that the spot advertiser deems most economic and effective for himself. Also, 
the section ratecard will become an integral part of doing business. 

• The mushrooming of the 40-second commercial may offer spot sellers a 
handy and attractive counter-tool to the network nighttime participations carrier. 

• The tv networks will heed the welter of programing critiques to this ex- 
tent: they'll start putting more live fare on their drawing boards at least. 

• Networks will become more aware of a need to invest daytime programing 
with new elements of excitements, instead of relying wholly on competitive sales gimmicks. 

• There'll be no letup in the divorcement rate pace of important accounts. 

• The developers of tv sales will find themselves increasingly pressed to coun- 
teract the adrenalined competition from the magazines and Sunday supplements. 

Toy manufacturers are giving tv its biggest fall boom yet from that quarter, 
and this applied to both network and spot. 

Where the networks, and naturally so, are getting their biggest flurry is in Saturday 

Included in the network roster: A. C. Gilbert, Audion-Enee, Deluxe-Reading, Mat- 
tel, Ideal, Eldon Industries, American Character, Remco (the last two out of General 
Toy) . In addition to regular programs, Gilbert and Ideal are committed for Macy's annual 

The big buyer among the spot afficionados, as usual, is Marx. 

The 40-second stationbreak continues to produce this phenomenon for rep 
salesmen : being summoned by agencies and asked to carry a message to their sta- 
tions on the matter of segment and price preferences. 

The message, usually relayed through groups: Our copy people are considerably 
interested in the 40-second format — and even 30 seconds — but we don't think the 
fixed rate for the 40 should be 200% of the 20. Try to get your stations to be reason- 

(For an illuminating chart on the o&os' chainbreak policies and how these rates and 
policies are shaping up among important stations see article on page 27.) 

And so the major oil accounts keep moving to new shops : the latest is Texaco 
(estimated at around $16 million), hopping from C&W to B&B, which had Conoco. 

The defection had been preceded within the year by Shell's going to OBM and So- 
cony-Mobil to Ted Bates and Amoco to D'Arcy. 

As in the case of Texaco, there have been persistent rumors about Sunoco, now 
at Esty, being also afflicted with the migratory fever. 


10 JULY 1961 


SPONSOR-SCOPE continued 

As a seller of spot, you might keep your fingers crossed on this current effort 
by K&E : to sell off half of the Alfred Hitchcock show for Lincoln-Mercury. 

If the agency does find a buyer, a substantial part of the money ■will go into spot tv. 
However, in view of the condition of the network availability market and the 
cost of the series ($65,000, gross average) the chances aren't bright. 

You'll find a body of opinion in the trade that's beginning to suspect that day- 
time tv has been over-researched and that this research is largely repetition. 

The critique voiced by that quarter: it would be wise of the networks to convert this 
money to nighttime research, an area which poses a lot of questions whose answers are need- 
ed by advertisers to help jell conclusions about their buys and future strategy. 

Some of the major American watchmakers with Swiss movements have lots of 
trouble, according to knowledgeable marketers, looming up for them from credit 
jewelers and others in the list price field. 

The fly in the ointment: the manufacturers, under various subterfuges, are doing business 
with discount houses, whereas technically they're supposed to limit themselves to fran- 
chised dealers. 

The candy bar business seems to be in considerable economic turmoil and this 
could affect tv expenditures downwardly for the rest of the year. 

Among the causes: (1) a war of tie-in sales (a carton free for so many paid for by a 
retailer) ; (2) underselling one another in the competition for special promotions 
put on by chainstores; hinky-dink methods for outsizing a competitor's bar, like puffing up 
with marshmallow. 

One result: two of the candy bar leaders are reshufflng marketing and ad 

Veteran admen in substantial measure hold to the credo that the most skillful 
and effective advertising campaigns are being turned out nowadays for the foods 
and soaps. 

They relate this situation to the fact that the purveyors of food and soaps are not only the 
most sophisticated merchandisers but have a tendency to identify themselves with the 
advertising factor more than people in other fields. 

Other industries either accent their drives and interests in other directions or focus a 
major part of their attention on sales channel problems. 

The result : food and soap can lay claim to a higher grade of advertising personnel, 
who, in turn, demand a top standard of creativity and service from their agencies. 

At the bequest of the Four A's the SRA is trying to develop a set of station- 
agency procedures which would minimize the petty snafus and irritations that stem 
from the mishandling of film and tape commercials. 

As the Four A's pointed out, these may be a lot of little things but they add up to one big 
headache for the agencies, and, more often, for tv stations. It also can be quite costly — 
loss of billings — for both parties. 

Included among the misouts and mishaps that could stand improvement: 

• The agency shipping room getting the commercial too late to the station, because il I 
miscalculated the time available and the distance. 

• The agency not providing a performance sheet so that the station will know when a I 
certain numbered commercial is to be telecast. 

• What to do with a clip after it's used; mailed back or junked. 



10 JULY 1961 

SPONSOR-SCOPE continued 

Even though some of the giants have skimmed off daytime money for night- 
time expansion, NBC TV finds itself as regards the fall in the hest daytime position 
it's been in years. 

The network figures it's got its fall availabilities two-thirds sold, whereas a year ago 
the ratio under contract was 42%. 

CBS Radio has embarked on another revision of its program schedule. 

The first time strip to get an overhauling is 7:10-7:30, Monday through Friday. 
In Person, which deals with cameos of people who normally don't make the news, is 
coming out; another idea along remote tape lines will replace it. 

Other changes are coming up for the fall, but they probably won't jell until August. 

A number of NBC TV's Today clients appear to be in still an unhappier state 
now that they've learned that newsman John Chancellor who will replace Dave 
Garroway is not scheduled to do the commercials. 

Another cause of complaint: the money expended by Today advertisers in trade 
ads and promotion which made Garroway the focal personality. 

For the network the Today operation racks up about $14 million in billings. 
The Jack Paar show, incidentally, accounts for only a couple million more. 

Like ABC TV (see 26 June SPONSOR-SCOPE) CBS TV and NBC TV look as 
though they'll have hardly any trouble finding sponsors for their 1961-62 line of 
sports events. 

CBS TV has about $24-million worth of sports packages to dispose of and NBC TV, 
around $12.5 million. The contracts at CBS TV add up to over $18 million, and at NBC 
TV, close to $10 mUlion. 

The sponsorship alignment for sports at these two networks shapes up as follows: 



Ford, Phillip Morris, regional 

Carter Products 

United Motor Service (GM) 

UMS, Carter 

UMS, Carter 

UMS, Carter 

Ford, Phillip Morris, regional 

Shell Oil 

Amer. Express, Travelers Ins. 

Gillette. Chrysler 

General Mills 

Gillette. Chrysler 

Gen. Mills. Amer. Tobacco 

Gillette, Chrysler 

Gillette, Chrysler 

Savings & Loan Foundation. 

Colgate, R. J. Rex nolds 
L&M, Carter. UMS 
Ford, Phillip Morris 
General Mills 
Wynn Oil. Colgate, I MS 
UMS, Colgate 




NL Football 



Pro Football; Kickoff 


50 % 

NFL Game of Week 



Blue Bonnet Bowl 



Gator Bowl 



Cotton Bowl 



Pro Playoff Bowl 



International Golf 



Masters Golf 



Kentucky Derby 



Sun. Sports Spects. 





2 All-Star Games 



All-Star Pre-Game Shows 



World Series 



World-S Pre-Game Shows 



Rose Bowl Game 



Blue-Grey Game 



East-West Game 



Pro Bowl 



Pro Championship Game 



Pre-Championship Pre-game 50,000 


Sugar Bowl Game 


65 c /c 

Senior Bowl Game 



PONSOR • 10 JULY 1961 


SPONSOR-SCOPE continued 

Veteran Madison Avenueites with an objective slant on the business last week 
had something philosophically assuaging to say about some of the sizable account 
switches that have been taking place in recent weeks. 

The pith of their suggestion: in appraising the migration, note should be taken as to 
whether the accounts involved were (1) basically sick at the start, that is, not the leaders 
in product, distribution, merchandising and sales organization; (2) under managements 
that acted to relieve themselves from critical pressure by boards of directors and ma 
jor stockholders. 

As one of these oldtimers observed: "It would be ideal, of course, if agencies 
could shrewdly evaluate their client's over-all competitive status and management 
history before acquisition, but the realities forbid disregarding the dangling commissions. 


A new promotion that seems to be making speedy headway in the cosmetic 
field and giving it a shot of merchandising excitement is the tube makeup. 

Already on the market with their tube lines are Revlon, Factor, Rubinstein and War- 
ner Hudnut. 

Some months ago SPONSOR-SCOPE forecast the acquisition by supermarket 
and other chains of chains of discount houses. 

Among those that have lately gone in that direction are Grand Union, Stop & Shop, 
Food Fair and Woolworth. 

NCS '61, which, as it looks now, won't be available before September, will, for 
the first time, produce a total measurement of radio. 

The project will offer (1) county-by-county station circulation data and (2) total circu- 
lation for all stations county-by-county. 

The total measurement, as now planned, will show the percentage of radio use during 
the average day, average week and day vs. night. 

How soon the data gets to the subscribers depends on completion of the county-by- 
county radio home breakdown by the firm doing the job for the Census Bureau. 

Radio stations, if you should get a communique from Esty asking for your 
log, the agency is merely spotchecking you for possible conflicts and is not con- 
ducting one of its wholesale examinations. 

Speaking of logs, Esty's procedure of asking for them still doesn't sit well with a lot of 
stations carrying the R. J. Reynolds schedules. 

These recalcitrants are of the opinion that a notarized statement of performance 
shoidd suffice and that the releasing of logs other than to federal authority is an unsound 
policy for stations. 

Where you can expect some drastic evaluations and moves within the tv net- 
works during the next several months is in the program departments. 

Regardless of the deadpan visage shown the public, the network top managements are 
sensitive to two things: (1) not all the criticism about their schedule content can 
be shrugged off as self -serving bias; (2) new or refurbished programing forms are 
needed to balance off the plethora of formula fare. 

Of course, the brow-wrinkler facing them is: where do you find this type of creative 
talents, in view of the fact they haven't had a chance to develop in recent years? 

For other news coverage in this issue: see Sponsor-Week, page 7; Sponsor 
Week Wrap-Up, page 54; Washington Week, page 57; SPONSOR Hears, page 60; Tv and Ra- 
dio Newsmakers, page 66; and Film-Scope, page 58. 



10 JULY 1961 

"Don't worry. I got the Recipe 
on WSM-TV's Noon Show... 



Channel 4 


America's 48th Television Market 

Represented by 

The Original Station Representative. 


PONSOR • 10 JULY 1961 




WCCO Radio 

listeners per quarte 
other station of th 

TOP ACCEPTANCE ! Check any market in the nation— even such giants ; 
New York, Chicago and Los Angeles. You won't find a station of the CBS Radio Netwoi 
that matches the enormous WCCO Radio audience— 60,000 in-home families per quarter-hou 
What's more, this is a far bigger audience than that of all other Minneapolis-St. Paul statioi 
combined (59.2% share of audience)! It's yours to sell at the Twin Cities' lowest cost-pe 
thousand — less than one-third the average of all other stations. Great record . . . great buy . 
with great acceptance! 

Source: Nielsen Station lndex/6:00 AM-Midnight, 7-day week. Latest reports available as of July 1, 19' 


SPONSOR • 10 JULY 196 

delivers MORE 

hour than any 

CBS Radio Network! 


Minneapolis • St. Paul 


Represented by BBBBHiiiiiBflf 


Northwest's Only 50,000-Watt 1-A Clear Channel Station 

POHSOR • 10 JULY 1961 



is unique 

She walks in beauty, 
vital as the television market she 
symboliz&s. Florence is 
unique — the fifth largest single-station market 
in the nation. No other single 
medium effectively serves 

this growing agricultural- 
industrial area. 


Florence, South Carolina 

Channel 8 • Maximum power • Maximum value 

Neiu national representatives 

(effective July I): 

Young Television Corp. 

A Jefferson Standard Station affiliated with 
WBT and WBTV, Charlotte 


10 JULY 1961 

S. C. Riddleberger(ABC) 

Bruce R. Bryant (CBS) 

P. A. Sugg (NBC) 

Top o&o execs are bullish on outlook for sales of longer station breaks. All are 
encouraged by agency reaction to the o&o pricing policy in nighttime station 
breaks. Better media values will result for all advertisers concerned, they maintain 



Network-owned television stations set patterns and policies 
for the implementation of the 40-second station break 

1 lie 40-second break picture is beginning to come 
into sharper focus as more and more stations, as 
well as the network o&o's (see accompanying spon- 
sor chart) announce their new rate structures for 
the fall season. 

In a number of instances, the 10-second adver- 
tisers will be protected, according to present plans. 
Several stations have indicated that the 10-second 


10 JULY 1961 

sponsor will be given every advantage in the night- 
time book. 

WABC-TV, New York, i> making a strong play 
for the 10-second client and i~ setting aside 16 
specific positions in the fall and winter schedule 
solely for his benefit. Similarly. WTYJ. Miami. 
flagship station of \\ Ometeo Enterprises, Inc.. is 
affectionately disposed toward the 10-second com- 


niercial. "We feel that we have an 
obligation to make time available to 
those clients, hence our setting apart 
special strips in prime time for their 
use," Mitchell Wolfson, president of 
Wometco Enterprises, declared. 

Top execs of the web o&o outlets 
are confident that the 40-second 
breaks will prove an effective adver- 
tising arsenal. Stephen C. Riddle- 
berger, ABC vice president for o&o 
stations, said: "We are encouraged 
by advertiser response to our fall spot 
rates. We feel that any concern ad- 
vertisers may have about the 40-sec- 
ond breaks will soon be unnecessary." 

Also on a decidedly upbeat note 
was Bruce Bryant, vice president and 
general manager of CTS National 
Sales. "Now that agencies and ad- 
vertisers realize that we will continue 
to carry only two commercials be- 
tween prime nighttime shows and we 
have increased our potential by only 
10 seconds, they are making specific 
plans," Bryant said. "We are grati- 
fied by the favorable reaction and 
realistic approach to our proposals. 
We are convinced better media will 
be available for prime time station 
break advertisers than at any time 
in the past." 

Similar tv advertising gains in 
prime time sales were expected among 
the NBC TV o&o's. according to top- 
rung execs presently huddling over 
extended time period problems. 

WTVJ said it would price the new 
40-second spots at a rate between 
130% and 140% of the 20's. Like 
other stations, it made crystal clear 
that under no circumstances would 
any break be occupied by more than 
two commercial spots. Wolfson said 
that 40-second spots would be avail- 
able in all classifications. 

"An advertiser has the right to 
amortize his cost of 40-second film 
spot production over the entire sched- 
ule," he said, "and the station should 
make this possible." 

Wolfson also spoke highly of the 
use of 40-second spots. "We feel that 
the industry will be more effective 
for its clients if the use of 40-second 
commercials becomes widespread. To 
this end, we believe we should price 
the 40-second commercial at a level 
which will encourage the testing and 
use of this new commercial spot 

He said that no part of the station's 
plan involves pre-emptable spots. 
"We don't think a 20-second com- 
mercial should pre-empt an I.D., or 
that a 40-second commercial should 
pre-empt a 20, or that two 20's should 
pre-empt a 40." He thought the solu- 
tion to the problem by the station was 
in inventory control. 

Edwin K. Wheeler, general man- 
ager, WWJ-TV, Detroit, also an- 
nounced that his station's 40-second 
prime time rate policy was now in 
effect. Wheeler revealed that the new 
rate established by the station is $900 
for 40-second announcements, whicli 
also becomes the rate for 60-second 
announcements. The rate for 20 sec- 
ond announcements, Wheeler said, 
remains at $700. 

"We believe the values contained 
in this new concept prompt a price 
structure that must be equitable." 
Wheeler said. "We have established 
this margin of increased value at ap- 
proximately 30 per cent in the belief 
that this is a fair and reasonable 
base that will properly compensate 
the station and, at the same time, re- 
flect a most satisfactory return for 
the advertiser." 

Wheeler went on to say that the 
price differential between 20 and 40 
seconds appears realistic since it 
offers exclusivity and provides great- 
er scope in which to develop copy 
points. Wheeler said that WWJ-TV 
was proud of its long-standing policy 
which precludes triple-spotting. "This 
policy will be continued." he asserted. 

The five Crosley Broadcasting 
Corp. television stations (WLW-T, 
Cincinnati; WLW-A, Atlanta; WLW- 
C, Columbus; WLWrD, Dayton, and 
WLW-I, Indianapolis) also appeared 
on the evening spot scene with a re- 
vised rate structure for station break 

Robert E. Dunville, president of 
Crosley Broadcasting, said the rate 
structure for the five stations would 
act as an incentive toward lowering 
the number of commercial interrup- 
tions — something most desirable from 
the point of view of the American 
viewing public, he added. 

Dunville said that under the Cros- 
ley plan for selling prime time spots 
in the fall, the new rate will offer an 
advertiser the opportunity of buying 
I Please turn to page 52) 

How the networ! 









10 second spots 


COST: (in firm position 
50% of rate for 20's 
Choice of 16 prime tin 

These specific 10-secoi 
positions open only to ] 
second advertisers 

COST: (in firm positior 
50% of rate for 20's 
Full (not shared) 10 s< 

When used with a 30 a 
is given second positi 

COST: (in firm positio 
50% rate for 20's 

Twelve spots are av; 
able in this classificat 
in prime time 

•This is proposed policy of WABC-TV. 



SPONSOR • 10 JULY 1961 

Hiinii:n : !! 'H'-!i'':ii!: ':ii l "i:ii!Miii:i"f!ii:M[::ii!::!!!:: 1 : :::,ii::'j : ; Iliilllllllllllllllllillllililliiiliilillillll llllilllill illlllliiiiliiilliilllllillliiu 

)&o stations will sell the spots in 40-second breaks 

20-secend spots 

30-second spots 

40 second spots 

Special notes 

COST: (in firm position) 
100% (all rates are fig- 
ured as a % of 20's) 

If 20-second client de- 
cides to stay in same 
category, 10 second ad- 
vertiser then gets oppor- 
tunity to expand to full 

If 20 and 10 sponsor in 
station break decide on 
status quo, 10 second ad- 
vertiser is subject to pre- 
emption by 20-second ad- 

When two 20's are used, 
position will not be alter- 
nated each week 

COST: (in firm positions) 
150% of 20 second rate 

20-second sponsor has 
opportunity to order 30- 
second spot as available 

30-second announcement 
will be considered as one 
spot toward frequency 

Station breaks within 
hour-long or longer net- 
work programs when 
available, will continue to 
be offered only for 20- 
second and 10-second an- 

At no time will station 
offer availabilities for full 
40-second announce- 

Maximum of two com- 
mercials per break. 

In event that the two an- 
nouncements occupy 
only 90 seconds of time, 
additional 10 seconds 
will be used for last min- 
ute news and or weather 

30ST: (in firm positions) 
100% (all rates are fig- 
ured as a % of 20's) 

10's can pre-empt 10's 

t Mien two 20's are used, 
position is alternated 
;ach week. 

COST: (in firm positions) 
150% of rate for 20's 

Carries no pre-empt 
rights over 20's in firm 

When used with a 10, a 
30 always comes first 

COST: (in firm positions) 
200% of rate for 20's 

Not available at 7:30 p.m. 
or during breaks within 
multi-sponsored network 

40's have no pre-empt 
rights over 30's and 20's 
in firm positions 

All 40's followed by 2-sec. 

Some stations have cer- 
tain avails at preempti- 
ble discounts 

Current users of 10's to 
be given first refusal on 
new 20's 

Maximum of two com- 
mercials per break. Un- 
sold sections to be used 
for time, news, weather, 

'OST: (in firm positions) 
00% (all rates are fig- 
ured as a % of 20's) 

'0's can pre-empt 10's 
present plan) 

Vhen two 20's are used, 
position is alternated 
:ach week 

COST: (in firm positions) 
150% of rate for 20's 

Carries no pre-empt 
rights over 20's in firm 

When used with a 20, a 
30 always comes first 

COST: (in firm positions) 
200% of rate for 20's 

Not available at 7:30 p.m. 
or during breaks within 
multi-sponsored network 

40's have no pre-empt 
rights over 30's and 20's 
in firm positions 

Some stations have cer- 
tain avails at pre-empti- 
ve discounts 

Current users of 10's will 
have the option to con- 
vert to 20's 

Maximum of two com- 
mercials per break. Un- 
sold sections to be simi- 
lar to CBS 

TV iJo's will likely follow this pattern. 



10 JULY 1961 



^ Al Hollender of Grey 
racked up enviable record 
for high - price, high - rated 
tv specials during 1960 - 61 

%J ndoubtedly, the most provoca- 
tive agency house ad of the year ap- 
peared two weeks ago as a full page 
in the New York Times. 

"Who," asked the headline, "picked 
the top 10 tv Specials after they ran? 
Nielsen. Who picked 6 of the top 10 
before they ran? Grey Advertising." 

Few agencies have ever had such a 
rich, ripe opportunity for tv jubila- 
tion in print, and few agency men in 
recent years have ever had better 
reason for taking broadcast bows 
than 49-year old Alfred L. Hollender, 
Grey's executive v.p. and head of ra- 
dio/tv activities. 

Grey's 1960 61 track record in the 
super-rarified area of high-budget, 
high rating tv entertainment specials 
speaks for itself, (see box). The 
Park Avenue agency bought nine of 
the more than 96 tv specials sched- 
uled in the past season, saw six of 
them hit among the top 10 in Niel- 
sen ratings, and all nine make the 
top 20 list. 

Grey specials occupied a total of 
14 hours of network time and the 
ultra blue-chip budgets involved 
bring gasps of disbelief, even inside 
the industry, from those who have 
never played in tv's program Big 

According to Grey estimates, the 
total tab for the nine shows, includ- 
ing time, program, commercials, and 
promotion costs ran close to $8 mil- 
lion, with program costs alone aver- 
aging better than $600,000 per shot. 

Obviously, it takes a highly spe- 
cialized kind of coolness, courage and 
skill to maneuver successfully in this 
tv stratosphere of high finance, and 
last week sponsor interviewed Al 
Hollender in an effort to discover his 
and his agency's tv secrets. 

Grey's diminutive exec. v.p. re- 
sembles in no way the frenetic, fast- 
talking, ulcer-ridden. Hollywood-com- 


10 JULY 1961 


muting agency tv man so often pic 
lured in Madison Avenue novels and 

Quiet, relaxed, soft-spoken, Hol- 
lender seems totally unaffected by the 
strain of making nine million de- 
cisions a year. "Well, of course," he 
sa\s with a gentle smile, "this year 
our 'mornings after' have been pret- 
ty pleasant. But there have been 
some moments in the past. . ." 

Grey's heavy use of tv specials is 
based on the conviction that these 

cial — 'a spectacular was a better 
way of thinking of them," sa)s Hol- 
lender. "The) should be something 
really unusual — so outstanding that 
they can justifiably pre-empt top rat- 
ing prime network time. Our ap- 
proach to specials begins, with this 

Asked to define what Grey looks 
for in selecting tv specials, Hollender 
said such a show must be built 
around either "a fabulous star, a 
fabulous idea, or a fabulous event." 

plus Mary Martin, rather than Martin 
alone give it its fabulous nature. 

"All of which," says Hollender, 
"sounds very simple on the surface. 
So simple that I'm often asked, 
'\\ hat's so hard about bu\ mg specials 
— providing of course you have the 
money for them?' ' 

"The answer is two-fold. First, 
despite the apparent simplicity of the 
formula, scores of agencies and 
clients seem unable to follow it — as 
witness the dozens of "non-special 


The top 10 tv network specials during 1960-61 season 




AA Rtg. 




















Grey/N. W. Ayer 































super-deluxe productions can add a 
priceless extra ingredient of 'excite- 
ment' to a brand of company market- 
ing program — extra stimulation for 
isales force, dealers, and the public 
which cannot be accomplished with 
merely sound, plodding advertising 

"But," says Hollender, "this makes 
lit all the more important that such 
iprograms be really specials — not just 
ordinary one-shot shows." 

Grey's exec. v.p. takes a dim view 
of the rash of so-called tv specials 
which have flooded the networks in 
the past two years. In his opinion. 
few of them reallv deserve the term. 

"Pat Weaver's word for a real spe- 

He uses the word fabulous, of 
course, in the show business sense 
and in terms of stars, this means one 
with a proven record for astronomi- 
cal box office receipts. A Bob Hope, 
or Frank Sinatra, for example be- 
long in the fabulous class. A Maurice 
Chevalier, despite his long time popu- 
larity is not "fabulous" enough to 
carry a real tv special. 

The Academy Awards Ceremonies 
qualify as a "fabulous event." The 
Emmy Awards, though as Hollender 
admits, they are several cuts below 
the Oscar festivities, still have proven 
drawing power of large dimensions. 

Peter Pan is an example of a 
"fabulous idea": the vehicle itself 

specials" you see on t\. Second, 
What most people don't realize is 
that a really outstanding special usu- 
ally takes months and even vears to 

Grey worked more than three years 
to share the Academj Wards pro- 
gram, in establishing contacts, get- 
ting close to Acadenn officials, even 
drawing up an agreement with Olds- 
mobile which had a first refusal on 
the show- when and if it was again 
offered for sponsorship. 

In the case of the Miss Universe 
Contest tt> be presented this week 
Grey has been working on the pro- 
gram since 1957, and it is not un- 
( Please I urn to page 52 i 


10 JULY 1961 


NIELSEN'S first in-depth local report on tv homes was made via instantaneous Audimeters 

New Nielsen N.Y. study 
gives in-depth profiles 

^ Special Audimeter report shows station-by-station 
audiences, according to different tv home patterns 

^ Homes with children watch 40% more than adult- 
only homes; suburbanites duck late night tv viewing 

JF\ number of provocative conclu- 
sions on local tv viewing audiences 
emerged this week from A. C. Nielsen's 
first in-depth study of home viewing 
in the Metropolitan New York area. 
Titled "The distribution of Tv 
Viewing" the new NSI report is a 
compilation of Instant Audimeter 

data on March viewing by a 220 
home sample in 17 counties in New 
York City and suburbs. 

Heretofore information of this 
scope has been available only on a 
national level. The new Nielsen study 
provides a complete audience profile 
on each of the seven New York tv 

outlets, and comes up with some sur- 
prises on individual station audiences. 
One non-network station for ex- 
ample accounted for 14.7% of all 
"large family" tv viewing between 
5:30 and 7 p.m. and was the leading 
station in this group. 

32.1% of the prime time audience 
of one New York outlet comes from 
the "light viewing" group, while the 
seven station average for this group 
is only 19.7%o. 

The new Nielsen study breaks down 
its sample in nine different ways: dis- 
tribution by 1) heaviest, medium, 
and lightest viewing homes, 2) by 
upper and lower income 3) by educa- 
tion of the head of the house — 4] 
years high school or more vs 3 years 
high school or less, 4) by location — 
in New York City or suburbs, 5) by 
children or no children in household, 
6) by age of head of house — under 
45 vs. 45 and over, 7) by homeown- 
ing, 8) by occupation, 9) by age of 

During an average week 99% of 
New York tv homes use their set, but 
tv homes with children do some 40% 
more viewing than adult-only homes. 
Lower income homes do 50% more 
viewing during the daytime but from 
5:00 p.m. to 2:00 a.m. upper income 
viewing is almost identical to that of 
lower income. 

Home viewing based on the educa- 
tion of the head of the house shows 
little overall difference in viewing 
6:00 a.m. to 2:00 a.m., but less edu- 
cated New York families do signifi- 
cantly more (30%) viewing in the 
late evening hours after 11:00 p.m. 
Apparently, the perils and pressures 
of commuting cut down on tv usage 
in homes outside the five New York 
City counties, at least in late hours. 
26% of New York City homes use 
tv after 11:00 p.m. while only 16.9% 
have their sets on in the suburbs. 

A significant disclosure on daytime 
viewing was noted by Nielsen in an- 
nouncing the new study. Whereas it 
is generally believed by many agency 
men and advertisers that "daytime tv 
is watched mainly by the same peo- 
ple," the new NSI report shows that 
though only 9% of New York tv 
homes use their sets on an average 
day between 6:00 a.m. and 10:00 
a..m., in four weeks these early morn- 
( Please turn to page 52) 



10 JULY 1961 


| hree-waj hoedown verging on the old-fashioned 

shivaree took place in Nashville a fortnight ago as agenc) . 
media and advertiser executives met with contestants for 
the finals in Pet Milk's fourth annual talent search among 

the nation's amateur countrj and western music perform- 
ers. Four-day session chose a swinging winner, served 
as a focal point for next years radio plans and was high- 
lighted with fun and frolic. ^ 

PLANNERS in Pet Milk radio campaign, aired as a half-hour "Grand Ole Opry" special on 
some 200 Keystone Broadcasting System stations, are, (I to r) Sidney J. Wolf, Keystone presi- 
dent; Ken Runyon, Pet account supervisor, Gardner Advertising; Bob Cooper, general manager, 
WSM, Nashville, which originates the program, and Robert Piggott, Pet Milk's advertising mgr. 

SPECIAL AWARD during fun-time at the 
finals went to, (I) Ray Morris, product ad 
manager for the Pet account, and Earl Hotie. 
(r) account executive on Pet at Gardner 

MERCHANDISING is a big plus in radio's 
favor, client and agency agree. Special hats 
were distributed by Gardner at four-day affair 

BACKSTAGE DROP for the program, transcribed before large WSM studio audience, 
is checked by Mrs. Trudy Stamper, promotion manager of station. Half-hour program 
offers commercial identity for Pet's line of evaporated milk, froien pies, non-fat dry milk 


10 JULY 1961 


Charles H. Smith— 27 years in air 
research and a bit of a skeptic 

THE AUTHOR of this provocative article on the ranking of tv 
markets — a subject which deserves more penetrating study than 
it has gotten — is Charles Harriman Smith. He heads a 4 1 /2-year- 
old radio/tv research consultants firm under his name head- 
quartered in Minneapolis. Smith has been in the air media re- 
search field since 1934 when he started with Crossley. He was a 
statistician for Cooperative Analysis of Broadcasting (CAB), one 
of the first (if not the first) regular rating services. In 1938 he 
became director of research and sales promotion for WQXR, 
New York. Next year he went to CBS and remained for nine 
years, filling a variety of posts. Moving to Minneapolis in 1948, 
he was radio/tv counsel to BBDO's western office. In 1950 he 
went to WCCO, became director of research for WCCO stations 
until he went into business. Smith prides himself on contribu- 
ting more than his share of skepticism to the sliderule approach. 


^ There's more than one way of ranking tv markets, 
says one researcher. Some ways have been overlooked 

^ The notion that smaller markets are less efficient 
as a video buy is disputed in this detailed analysis 

A^mong the most common coins in 
the verbal currency of buyers and 
sellers of tv time is "The First (or 
Top) 50 (or 30 or 75) Markets." 
Some account is always "buying only 

the Top ," about one-third of all 

station operators are bragging they 

are "in the First ." But does this 

concept have any real meaning? Are 
we always talking about the same 
markets? Are these markets (which- 
ever they may be) as important as 
the name implies? 

Let's waste no time belaboring the 
differences between metropolitan 
areas and television markets. This 
ground has been covered too many 
times to benefit here by any addition- 

al comment. The realization that 
television serves more than the news- 
paper-entrenched concept of metro 
areas is pretty well accepted. But 
what alternative criteria do we have 
with which to rank markets? 

We have lived through the succes- 
sive stages of increasing sophistica- 
tion about the dimensions of televi- 
sion markets starting from the bed- 
rock of how many sets were manu- 
factured and sold, and where. Cover- 
age studies — three by Nielsen, one by 
ARB— have given us successively 
more precise gauges of the true size 
of a television station's market. How 
well have we used these tools? 

To start with, there is still not a 

sufficient grasp of the differences be- 
tween coverage and audiences. That 
they are interdependent we all realize 
— I hope. That they are not inter- 
changeable is a concept apparently 
not yet clear to a surprising number 
of buyers and sellers of the medium. 
Broadly speaking, "coverage" is the 
area in which a station can be seen, 
"circulation" is a reflection of vary- 
ing degrees of viewing of the station 
in the "coverage" area. 

If we are to put stations, or mar- 
kets, in any rank order from largest 
to smallest we must decide on a cri- 
terion of size. Much emphasis has 
been placed on the "number of tv 
homes" — a figure derived usually 
from the use of an arbitrary cutoff 
of circulation in NCS No. 3 or the 
ARB coverage study to establish a 
market area. This has been very 
valuable in the past. But is a real 
purpose continuing to be served? 

We have seen the emphasis in eval- 
uating programs switch quite rapidly 
from judgements based on metro 



10 JULY 1961 

area ratings to the use of homes 
reached as a more meaningful cri- 
terion. Logically, a station's per- 
formance is the average of its pro- 
grams, and a markets performance 
is the total of its stations. So we can 
i alidly rank markets in terms of the 
total or average audiences delivered 
by the medium of television — all sta- 
tions in the market. 

Last fall we prepared for our cli- 
ents a comparison of the ranking of 
markets by the "potential"' or "tv 
homes in the market"' standard with 
rank in terms of the homes reached 
during the average quarter hour, 6- 
10 p.m., Sunday-Saturday, as report- 
ed by ARB. For our audience fig- 
ures we used an average of botli the 
November 1959 and March 1960 re- 
ports in order to have the broadest 
base in terms of sample size and time 

Let's start with the list of "Top 
50 Markets" in terms of tv homes — 
the "potential" concept which has 
been with us for some years. Com- 
paring this list with the "Top 50" in 
terms of average homes reached we 
find 42 markets are common to both 
lists. In other words, eight markets 
included in the "elite"' in terms of tv 
homes failed to place as high as 50th 
in homes reached. For example, the 
;50th market in tv homes was 80th in 
homes reached, the 45th in tv homes 
as low as 86th in homes reached. 

Obviously, we would be making 
some rather strange decisions if we 
relied on the tv homes concept entire- 
ly. There is some value to the tv 
homes "potential" concept but we 
believe it is minor bv comparison 

3 key questions on tv market rankings 

1 Which way do you choose to measure the size of a tv market? 

Rank in size 
"Tv homes" basis 


227 tv markets 
"Average homes reached" 










II. Are the 


markets the less expensive markets? 

Rank in size among 227 tv markets 

"Average homes reached" "Cost-per-1,000" 










III. Do the less 

expensive markets attract 


more national spot dollars? 

National spot dollars per family 










Analysis of actual markets by researcher Smith shows that market ranking* can 
differ considerably according to method used. (See story for further explanation.) 
Chart on bottom indicates that clients don't always choose most "efficient'' markets 

with evaluation of markets in terms 
of what television is doing (rather 
than what it can do). Bear in mind 
that our purpose here is to rank tv 
markets, not to compare them with 
other media, as newspapers. 

Are major markets the most economical? 

Market rank 

Homes reached 



Largest 25 markets 




Next 25 markets (26-50) 




Next 25 markets (51-75) 




Next 25 markets (76-100) 




In terms of actual audience 
reverse of what it's suppos 

reached, cost-per-1,000 
ed to be, according to 

if tv markets 
this analysis 

seems to be the 
by the author 


10 JULY 1961 

But size cannot be the single cri- 
terion. Cost is a pretty important 
element. We have become very cost 
conscious — to the point that cost-per- 
1,000 is more often mentioned by a 
country mile than CBS or NBC or 
ABC. And here we find some fasci- 
nating contradictions of the popular 
belief in the "science" of time buy- 

At about the same time we com- 
pared the two ways of ranking mar- 
kets in terms of size we also made an 
analysis in terms of cost-per-1,000 
homes reached. Of necessity uc had 
to be arbitrary in our choice of 
weapons. For ever) station in each 
market we set down the cost of a 20- 
second announcement. 156 times, in 
prime time (SRDS 8 10/60). We 
did this with the full knowledge that 
6-10 p.m. embraced other time classi- 
fications than "A A" and that main 
[Please turn to pace 53) 



^ Agency men say lack of creative copy spark in radio 
sellers' approach is major reason for by-passing medium 

^ Talk of radio's reach, low cost, sales results, called 
inadequate. Medium needs more excitement, glamour 

■ n a survey completed last week, 
agency men put the finger on the core 
of spot radio's enigma: the growing 
advertiser favoritism for other media. 

According to the ad men, the rea- 
son for the by-passing of radio, in a 
majority of campaigns, is the absence 
of an important factor: creative ways 
for its use. And the bulk of the 
blame falls smack on the shoulders 
of the radio salesman who seldom (if 
ever) say the ad men, backs up his 
pitch with a new, or imaginative copy 

This complaint was aired last week 
during a Trendex survey, underwrit- 
ten by Adam Young, Inc., which 
sought to determine why the national 
spot radio medium, despite outstand- 
ing cost efficiency advantages and a 
proven potent selling force, is being 
bypassed, to an extent, for other 

Reactions from some 30 top New 
York advertising agencies replying to 
the query, seems to shed real light 
on reasons behind the sluggishness of 
national radio spot sales. 

The survey tallied up a whopping 
100% score on the "no" side of the 
question "Are you regularly ap- 
proached by radio salesmen with 
creative ideas to assist you in the use 
qJ radio advertising?" (See box be- 

Although in other areas opinions 
were divided on this score, the like- 
mindedness was without exception 
among these top billing agencies: 
BBDO; J. Walter Thompson; Benton 
& Bowles; Kenyon & Eckhardt: 
Compton; Foote, Cone & Belding; 
Grey; Cunningham & Walsh; Ogilvy, 
Benson & Mather; McCann-Mar- 
schalk; DCS&S; Fletcher Richards, 
Calkins & Holden; Erwin Wasey, 
Ruthrauff & Ryan; Donahue & Coe; 
MacManus, John & Adams; Gum- 
binner; Doyle Dane Bernbach; 
Mogul, Williams &Saylor; KHCC&A; 
Norman, Craig & Kummel; and Ell- 

How receptive are they to creative 
suggestions for radio usage? At the 
majority of agencies, the welcome 
mat is out, although several tem- 

pered their acquiescence by adding 
"if it's 'worthwhile,' 'exceptional.' 
or 'good.' " 

A good majority (60.7%) also 
agreed with the premise of this ques- 
tion: "have radio sellers generally 
failed to suggest new ways of using 
radio?" while a small portion (14.3) 
did not. A similar percentage (14.3 I 
said they "didn't know" and a v.p. 
creative director of a medium-sized 
agency summed it up like this: "ra- 
dio salesmen are not in touch with 
this department." 

On this rather ticklish question — 
"do you think that agencies have thus 
far not taken full advantage of the 
selling power of radio because they 
have not fully tapped creative com- 
mercial approaches?" — a surprising 
47.9% agreed. Offhand it would seem 
that agency executives would be re- 
luctant to admit their shortcomings, 
but apparently where radio is con- 
cerned, they are well aware of their 
own weakness. 

Asked to register their feelings on 
radio's three strong points: (1) it's 
ability to conjure up unlimited men- 
tal images in the minds of listeners; 
(2) sound has much greater emotion- 
al impact tlian sight; and (3) the 
ability to reach the most people — a 
sizable majority — 64.3% of the agen- 
cy men said they believe in the "im- 
agery transfer" concept of radio; only 
7.1% went along with the psychologi- 


Agencies call radio salesmen lacking in creative ideas 

Here's the reaction to these questions: 



1. Do radio salesmen offer creative ideas to help in the use of radio? 


2. Would you welcome such ideas? 



3. Do radio sellers generally fail to suggest new ways of using radio? 


(rest "didn 


't know") 


SPONSOR • 10 JULY 1961 


cally accepted notion that sound has 
greater emotional impact than sight; 
and 53.6% accept the fact that radio 
has the most favorable cost efficiency 
of any medium. 

The comments evoked by the ques- 
tion which asked for reasons why ra- 
dio is not used in more campaigns, 
covered a broad range. Out of the 
maze, however, these three patterns 
emerged (see box this page) : (a) 
television is the fad; (b) sight and 
sound is superior to sound alone; and 
(c) radio is undersold, underpro- 
moted, deficient in programing. 

Of these three points, the last 
evoked the most pungent remarks, 
and seemed to indicate that many ad- 
vertisers today feel that radio has as 
much oomph as the late, but not la- 
mented, sack dress. 

In addition, some of the comments 
also point to the existence of a low- 
grade rumbling (among those quer- 
ied, anyway) that radio's reach isn't 
all it's touted to be. 

Programing also has been labeled 
as "unimaginative" and "dreary" 
and lacking in sales stimulus. 

In essence, radio's image is not 
good. To agency creative people, 
constantly on the prowl for a new 
and different way of pitching its cli- 
ent's wares, the medium no longer 
provides a challenge. 

The survey clearly indicates that 
in leveling their sales pitches 
wholly on the physical aspects of ra- 
dio, its reach, circulation, etc., radio 
sellers are taking the wrong tack. 

The salesman's panacea then, 
-eems to lie in the shelving of his 
old sales approach and in the de- 
velopment of a new and more fruit- 
ful method. One which is backed 
mi by a bag full of creative copv 

\dain Young, president of the sta- 
tion representatives group. Adam 
i oung, Inc.. sums it up like this: "we 
can quote outstanding cumes until 
our comptometers get hot. we can 
print radio success stories until the 
presses run dry, but we won't get 
agencies to buy a medium thev be- 
lieve to be a has-been — lacking in 
lexcitement and srlamour." ^ 


Here's why radio is not used in more 
campaigns, according to agency men 

(A) Television is the fad: 

"Advertisers are on a maniacal 'bingo' that tv is 'it'." 
"Radio is out of fashion with clients." 
"Radio lacks glamour." 
"Tv is the more exciting medium." 
"Advertisers and agencies are more captivated by tv." 
"The image is tv." 

"Tv has dazzled advertisers and agencies from the 

(B) Sight and sound is superior to sound alone: 

"The visual is needed — and both print and tv have it." 
"Tv's ability to see and hear and demonstrate." 
"Combination of sound and sight bring greater results." 
"Sight as well as sound." 
"Radio communication is limited compared to print 

and tv." 
"Radio is an ineffective medium for soft goods." 
"Radio doesn't reach enough people." 

(C) Radio is underpromoted, program deficient 

■iii 1 

"Lack of imaginative programing. Too many jingles, etc 

"Lack of know-how in getting creative ideas across." 

"Radio is doing poor job of promoting itself." 

"Advertisers have lost confidence in radio's persuasive 

"Radio is 1 ' presumed to be an out-of-date medium."'' 

"Lack of selling." 

"Radio's projection of itself is too limited." 




10 JULY 1961 



^ Fedders coolers take tv plunge to demonstrate timer, rapid installation; net 
tv spearheads $4 million push backed by spot tv, net-spot radio, print, outdoor 


■ he biggest advertising cam- 
paign in the history of the industry." 

That's how stock broker Merrill 
Lynch, Pierce, Fenner & Smith sizes 
up Fedders' current $4 million broad- 
cast-heavy drive, in recommending 
purchase of that company's stock. 

Network tv provides the main 
thrust for this unprecedented block- 
buster of air conditioning promotion, 
supported by spot tv in about 50 mar- 
kets. Further fire power comes from 
network and spot ra.dio plus maga- 
zines, newspapers, and outdoor. 

In explaining his company's first 
sizable, national level tv venture. 
Fedders executive v. p. U. V. (Bing) 
Muscio states, "We have two new 
features that cry out for tv demon- 
stration." Here. Musico refers to 
"77-second installation," made possi- 
ble by "flippers" that extend from 
the conditioner's sides allowing for 
immediate placement on a window 
ledge, and the "Climatimer." by 
means of which the unit can be set 
to go on at a specified time, in ad- 
vance of one's return home. 

The net tv campaign, encompassing 
34 participations, 16 April through 
August, takes in the following shows: 
Jack Paar, Michael Shayne, Shirley 
Temple, and The Americans, all NBC- 
TV ; / Love Lucy, CBS Reports, Face 

ON THE SET, Fedders exec. v.p. 'Bing' Muscio 
talks over commercial with Hugh Downs who 
delivers Fedders message live on the Paar show 



10 JULY 1961 

I ' 111 £ 

1" , W •""• 


FILM commercial features Milt Kamen and Ronnie Cunningham as couple with new Fedders. 
He installs it, she makes him move it to other window. She's just asked him to move it back. 

the \ation, and Person to Person. 
all CBS-TV. 

"We selected a broad variety of 
fiiows and time periods in order to 
reach as many different types of peo- 
ple as possible," points out Theodore 
J. Grunewald. senior v.p. at Fedders" 
agency, Hicks & Greist. 

The accompanying spot tv sched- 
ules for distributors were established 
cither by Hicks & Greist or through 
distributors' agencies. In New York, 
for example, a total of 168 commer- 
cials were placed, all on WCBS-TV. 
Local campaigns utilize the same 
commercials as appear on the net- 
work shows, but in many instances 
they're cut to 50 seconds to allow 
time for dealer mentions. 

Fedders' network radio lineup con- 
sists of 90 five-minute news programs 
spread over a nine-week period on 
Mutual. News was chosen because ii 
prompts "intense" listening which 
carries over to the product message. 
notes Grunewald. The programs' 
commentators. Frank Singheiser in 
the morning, Gabriel Heatter at night, 
deliver Fedders' commercials per- 
sonally which lends prestige, Grune- 
wald feels. 

In addition to the 60-second com- 
mercials, 30 seconds of each news 
program are set aside for cut-ins at 
the local level. The handling of these 

slots is left to the discretion of Fed- 
ders distributors, who make them 
available to appliance dealers ajid 
can use them as incentive for more 
dealers to enter the Fedders fold. 

Fedders gave the trade plenty of 
time to get ready for the tv-spear- 
headed giant ad campaign. Back in 
January, the distributors were sum- 
moned to New ^ ork for an orienta- 
tion. They were verj enthusiastic 
about the forthcoming support, Mus- 
cio reports, and returned home to put 
on their own shows for dealers, who 
likewise caught fire, as their orders 

Hicks & Greist added further fuel 
to the pre-season fire by arranging 
for IBM to assemble a list for each 
distributor showing every network 
participation scheduled to hit his 
area. W ith an entry for ever} show 
involved, on every station with a 
signal in a particular area, some of 
the lists were over a yard long. 

"litres a wa\ to merchandise 
broadcast advertising with real im- 
pact," states Grunewald. "When they 
unfold that long sheet of paper 
crowded full of scheduled tv expo- 
suns, distributors and dealers are 
bound to be impressed. 

Ami based on earl) season indica- 
tions, the consumers are impressed 
too. Heading into the campaign with 


10 JULY 1961 

.( Mi'i i ill I \ nch-estimati d 
share of bettei than 50%, i ■ 
room conditioners are aski d for 
more often than ever, accordin 
sampling of dealers bj the I 

I be company's New i ork disti ibutor, 
who surveyed dealers in his area aitei 
a two-da) hoi spell, found thai 7_" , 
of air conditioners sold ovei thai 
period were Fedders. 

v\ ithin its network h campaign, 
Fedders utilizes three types of com- 
nercials live, tape, and film. "We're 
oul to gel the fullest possible benefil 
from the medium," in the words of 

I I irks & Greist executive produ 
Richard H. Rendely. The live com- 
mercials appear on the Paar pro- 
gram, with an average frequene\ of 
three nights per week. Here the em- 
phasis is on believability, with some 
sacrifice of detail, the latter achieved 
in film and tape commercials on the 
other shows. Hugh Downs does the 
honors, running through the rapid 
installation in well under the adver- 
tised 77 seconds. "That's the height 
of believability." Rendely point- out. 
"Downs is right there, he installs the 
air conditioner in no time, and the 
audience knows it's for real." 

Each of the Fedders commercials 
concentrates cither on the rapid in- 
stallation or the Climatimer. As 
Rendely puts it. "We sell one feature 
at a time, giving it the full treatment, 
rather than burden the viewer with 
too many copv points."' 

"While the live treatment mav not 
be the best for Climatimer commer- 
cials, for which passage of time is 
a helpful selling technique, they're 
handled live on the Paar show to take 
advantage of the personal attractive- 
ness of its principals, Rendelj says. 

Throughout the rest of Fedders' 
net tv lineup, film and tape do the 
job. To bring out ever) intricate de- 
tail of the rapid installation, film is 

employed, produced b) VPI. The 

camera moves in close to show exact- 
ly how the side pieces are (lipped 
into place, in the window frame, first 
one side, then the other. 

Another \ ttal element to these com- 
mercials, both for timer and installa- 
tion, is comedy, furnished 1>\ Milt 
Kamen and Ronnie Cunningham. For 
the timer commercial, taped I>\ Video- 
tape ("enter, the) pla) single people 
i Please turn to page 60) 





Those replying to this week's 
question are: 

• Thomas W. Moore, ABC TV, 

New York 

• Jack Perlis, public relations 
consultant, New York 

• Rollo Hunter, Erwin Wasey, 
Ruthrauff & Ryan. New York 

• David V. Sutton, MCA TV 
Film Syndication. New York 

• Lawrence H. Kanaga, General 
Artists Corp., New York 

Thomas W. Moore, v.p. in charge of 
tv programing, ABC TV, New York 
In its own right, television has pro- 
duced stars of the magnitude of the 
great film stars of yesteryear. But 

As entertain- 
ment forms 
change, so must 
standards of 
impact and 

to realize this fully, one must realize 
that as entertainment forms change, 
so must standards of impact or popu- 

At his television heights, James 
Garner — the original Maverick — has 
been seen and idolized by more peo- 
ple in this country than Clark Gable 
ever was. In a mere 13 weeks, the 
television series star receives more 
exposure than the average motion pic- 
ture star ever does. In 39 weeks he 
is seen by an audience greater than 
most top stars ever receive. 

Such stars as Robert Conrad, Gard- 
ner McKay and Edd Byrnes receive 
fan mail running into thousands of 
letters each week. During personal 
appearances they are mobbed with 
the same enthusiasm that once greet- 
ed Valentino. 

The audience, the fan mail and the 
crowds are the same today as they 
were in the golden days of the motion 
picture. But in television, it has taken 
personalities less time to reach this 
popularity summit. Instead of being 

seen several times a year, the televi- 
sion star is seen once a week. He 
blooms, blossoms, flourishes much 
faster than did his motion picture 

There is, of course, always the 
chance that he may also flounder 
much faster. But I do not believe 
that enough evidence is in yet to 
firmly commit oneself to that fate. 

Television, for all of its rapid de- 
velopment, is still a very young medi- 
um. As a builder of stars we can 
say it is only eight years old. 

The number of great motion pic- 
ture stars developed during these past 
eight years is minimal. But there are 
indications that many acting talents 
developed by television during this 
period will enjoy envious careers. 

For example, Eva Marie Saint, a 
graduate of television, is one of the 
screen's finest actresses. Steve Mc- 
Queen and James Garner are both 
embarked on promising motion pic- 
ture careers. 

And I am convinced that Efrem 
Zimbalist. Jr., of 77 Sunset Strip will 
be one of Hollywood's highest rank- 
ing motion picture stars in the years 

The list of television personalities 
who make the leap to what might be 
termed legendary stardom will, I am 
sure, increase as the years progress. 

Jack Perlis, public relations consultant 
specializing in broadcasting, New York 
A great star is of course an illu- 
sion. A star to the public is not a 
flesh and blood individual but a sort' 

At home you 
cant deify a 
postage stamp. 
You feel su- 
perior to the 
21 -inch screen 

of super-creature. For illusion to 
exist, however, certain conditions 
must be present. 

One of the pre-requisites of illu- 
sion is size. 


The movie star on the screen i 
larger than life, contributing to hi 
or her deification by the audience 
Charlton Heston was a popular, at 
tractive actor on tv, but his magii 
came through only via movies. Yoi 
can't do Ben Hur on a 21-inch screen 
The volume of sound in the theatre i: 
a factor, and this, coming from < 
giant screen, helps make stars god 
like. The scope of the screen and th< 
booming sound have a brainwashing 
effect on the audience. Movies wen 
our dream stuff; tv is closer to real 

Mass reaction enhances illusion 

Seeing an actor in the theater, yoi 
see him not as an individual but as 
one of a large group of people. Mo! 
psychology takes hold. The individ 
ual loses his identity and becomes 
part of a mob. People in a mob thini 
as one, and you're swept along ir 
mass adulation of a star. 

Theaters were built like cathedrals 
and shrines, a fact which contributed 
to the god bit. And the darkness ol 
the theater contributed to the aura 
of mystery which must surround a 
star ... an ordinary mortal cannot 
be a star. 

At home, you can't deify a postage 
stamp. You feel superior to the 
screen. You're away from the atmos- 
phere of fellow sycophants — a wor< 
shipful atmosphere. The average tv 
audience is two or three people. Gone 
is the group reaction. The actors are 
reduced to tiny figures performing in 
a pedestrian living room. So the 
capacity for creating a legend is lost. 

Movies stars are seen only two, 
three times a year. Tv's repetition 
makes the personality too familiar to 
the audience; destroys that all-im- 
portant mystery aura. Tv is too com- 
mon an experience. 

Furthermore, tv is free. You can't 
be mesmerized by what you get free. 
You tend to look down on it. 

But there's no reason why tv must 
produce a super star. Tv's area 
doesn't have much overlap with the 
movies. Movies do best with the 
dream stuff; tv, with reality and im- 



10 JULY 1961 

mediacy. There's no limit 1«> the 
degree that tv can develop a person- 
ality, but not to legendary propor- 

Tv is the greatest single force for 
communication in existence. It should 
trade in its immediacy and realism. 
But in the last few years, unfortu- 
nately, movies and tv have to an 

> s extent exchanged roles: movies doing 

''> s reality, or at least a semblance of it. 
while tv has tended toward the dream 

at stuff. 

si< f? 

ll Rollo Hunter, '•/>• * director of radio/ 

hi. Ertvin Wasey, Ruthrauff & Ryan, N.Y. 
Maybe it has and we don't realize 

11 4t yet. 

■°i Valentino sparked fire 40 years 

toigo in '"The Four Horsemen of the 
{Apocalypse." Gary Cooper made it 

''fp5 years ago in "The Winning of 

It's too early 
to tell if 
tv can create 
idols like the 
movies. We 
must wait 
10 years 

Jarbara Worth." Gable was a hot 
roperty 30 years back when he 
'layed opposite Joan Crawford in 
Possessed." Since tv has been in 
bloom less than 15 years, judg- 
e's lent of the ultimate stature and stay- 
ig power of our Comos, Shores and 
Godfreys should probably be with- 
eld a decade or more. 
Yet the question invites conjecture: 
or instance, a half-hour of enter- 
ainment on a 21-inch tube in the 
u§en cant create the magical aura 
f eleven reels on the giant silver 
joi :reen. Few homes have ankle-deep 
ai arpeting. ushers in field marshal! 
informs and the rococo splendor 
f a movie palace. Another con- 
deration is the inherent voracious- 
ess of tv with its wide program 
jectrum. It eats stars like hors 
ouevres. There's no opportunitx 
>r the slow build-up. You make the 
o| rade in the first few weeks of a 
ries or not at all. Thirteen weeks 
often a lifetime for a star. 
The whole concept of star-making 
is changed. Movies themselves have 
>awned very few first-magnitude 
ars in the past quarter century, 
ollywood, that spangled image nur- 
ired by the old-time publicists, no 
(Please turn to page 60) 






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flOGlE-FitWtE (*- ' "s*«M»9 ■£ SLEIM RIDE * 

the iTNtmuo uoei sow at w «us • 

fOKCOniN miMS f f THE fIBSI Oil Of SflDM 




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33 Great Songs 33 




10 JULY 1961 


WDOK, 1515 Euclid Ave., Cleveland 15, Ohio 

MAin 1-2890 • TWX: CV 158 

Fred Wolf— President & General Manager 

National Rep.: H-R Representatives, Inc. 

PLaza 9-6800 

Capsule case histories of successful 
local and regional television campaii 



SPONSOR: Senkel Brothers Building Corp. AGENCY: Direct 

Capsule case history: The president of Senkel Brothers 
Building Corporation had a project of brand new houses 
ready for sale. His problem: what was the best way to con- 
tact a generous number of house-hunting families quickly, 
and at low cost. He found the answer was a campaign of 
announcements on television, on WREX-TV, Rockford, 111. 
The 15 spots purchased ran for a five day period, Wednes- 
day through Sunday, from 9 a.m. to 5 p.m., and 11 p.m. to 
sign-off — all Class C time. The total cost of the flight was 
$590. Taking stock at the end of the campaign, Senkel 
Brothers happily found that 30 homes, worth $435,000, had 
been sold to WREX-TV viewers. Thoroughly satisfied by 
the impact and success of their brief television campaign, 
Senkel Brothers decided to invest more heavily in WREX- 
TV, and as a direct result sold every home in their project. 
Senkel Brothers is sold on WREX-TV; their tv spot cam- 
paign was the low-cost way they needed to reach buyers. 
WREX-TV, Rockford, Illinois Announcements 


SPONSOR: Garvins Dairy AGENCY: Direct 

Capsule case history: Garvins Dairy in Wheeling, W. Va., 
knows on what side the biscuit is buttered. WTRF-TV pro- 
vided the answer to its marketing problem. When Garvins 
put out a new buttermilk biscuit on the market, they wanted 
a quick and effective means of introducing it to their cus- 
tomers. They decided on a 10-second spot saturation cam- 
paign on WTRF-TV, and bought 25 ten second I.D.'s per 
week, using no class A time. With this program initiated, 
Garvins set its goal for the sale of 10,000 dozen biscuits. 
At the end of the week they had sold 32,000 dozen butter- 
milk biscuits. Results like these are hard to beat, and it is 
not surprising that Jack Garvin, president of Garvins Dairy, 
says: "We have found that by using WTRF-TV we could 
reach a far greater number of people than by using any 
other media. We like the immediate results we get by 
using tv." Garvins Dairy plans on using WTRF-TV in the 
future, with heavy emphasis on introducing new items or 
special promotions. 
WTRF-TV, Wheeling, Wed Va. Announcement 



SPONSOR: Gianetta Music Store AGENCY: Direcl 

Capsule case history: The Gianetta Music Store, one ol 
the leading music stores in the Scranton, Penn., area, re- 
cently embarked on a television spot campaign to boost 
sales of their Lowrey organ, a highly expensive musical in- 
strument. The music store sold three of these organs, each 
one costing in excess of $1,000, as a direct result of their 
television announcements. No other advertising was used to 
promote these organs, only the campaign of three 60-second 
spots on WDAU-TV, Scranton. These three spots were 
placed on WDAU-TV's 1 p.m. children's show, Uncle Ted's 
Children s Party, one spot per week for the brief three-week 
flight. An added plus for the music store, the television 
campaign enticed twelve new students to sign up for instruc- 
tion in Gianetta's music classes. Gianetta, having racked up 
phenomenal results on a small budget, is now a firm believer 
in television advertising and has extended the original spot 
campaign for an additional seven-week flight. 
WDAU-TV, Scranton, Penn. Announcements 


SPONSOR: Rexall Dealers AGENCY: Direc! 

Capsule case history: "One for all, and all for one" is a 
philosophy put into practice by Rexall dealers in a group 
sales plan, initiated by WMTW-TV; and after the results 
achieved via the saturation campaign of 18 one-minute spots 
per week, its many retailers are planning on sticking with 
old sayings and WMTW for good. With WMTW's Tri-State 
coverage, dealers who would normally restrict their adver 
tising to local radio and papers can join the group sales 
plan for as little as $15 per week. Clifford Martins, owner 
of Wilson Pharmacy in Berlin, N. H., says: "Most of the 
spots advertising a specific product on the campaign re- 
sulted in immediate sales increases, traceable directly to 
WMTW advertising." Speaking for the dealers in the group 
plan, Reginald LaVeriere, v.p. of a four-store chain in 
Maine, said: "By utilizing these daytime spots we reach an 
audience no other medium covers so well. The tv image 
that WMTW has given us has helped a great deal, and it is 
one we intend to keep." 
WMTW-TV, Portland-Poland Springs, Maine Announcement 


10 JULY 1961 




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Hollywood Hist-O-Rama — produced in Hollywood about the 
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There is only one 
answer in Scranton 
Wilkes- Barre MM 


Q Most Quarter Hour Firsts? 

a WNEP-TV With 

46.4% Wins MM 

Q Most Top Network Prorgams? 

a WNEP-TV With 

10 out of 15 Top 

Shows ! ! ! ! 

Q Most Homes Reached? 

a WNEP-TV 23% 

More Than Near- 
est Competitor ! ! 

Q Most Power? 

a WNEP-TV 700, 
000 Watts More 
Video Power.. .350, 
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Audio Power ! ! ! ! 

Source: March— April ARB 

- ese-™ • ■ 

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£ KFMB-FM, KFBM-TV, San Diego, Calif. • WNEP-TV, Scranton 

—J -Wilkes-Barre, Penn, WDAF-TV, WDAF-AM, Kansas City, Mo. 


at work 

Leo P. Murray, v.p., Carberry & Murray, New York, wonders if 
"we've ever met a time salesman who didn't think his station or sta- 
tions weren't the best in any community in which we were interested 
in buying radio time. That speaks well for the salesman . . . but it 
sure makes the timebuyer's job a little more difficult. The guy whose 
stations have the ratings inun- 
dates you with Pulse, Hooper, etc. 
The guy who doesn't have the rat- 
ings buries you under the quality 
programing pitch. Everybody has 
an angle, and a portfolio of data 
to back him up. So the timebuyer 
listens. He listens to the sales story 
but in a different way. He listens 
to the stations, he talks to other 
listeners, other advertisers, other 
agency men. He analyzes the re- 
ports, checks the sampling tech- 
nique . . . when and where the polls were made. As scientifically as 
a "seat-of-the-pants" pilot he discounts some theory and makes a 
practical purchase, based on experience, know-how, merchandising 
aids, cost and common sense. 'Know thyself and 'Know thy sta- 
tions.' And then it follows, as the program the commercial, you 
canst not then be false to any client." 

Douglas T. MacMullan, timebuyer at Compton Advertising, New 
York, sees one of the problems in the business as this: "One of the 
most inequitable charges a buyer encounters is the inflated cut-in or 
local origination rate. Stations justify the rates on two bases: high 
costs discourage the use of special facilities; premiums are a com- 
s^^^m^^m^mm^^^m^^^^ pensation for loss in spot business. 

Neither position is a realistic de- 
fense. Since testing and regional 
campaigns are continuing necessi- 
ties, special facilities on network 
properties must be a continuing 
adjunct. The use of additional 
spot weight would be impractical, 
ignoring basics of planned adver- 
tising and the availability of pre- 
viously purchased time. Cut-ins 
are often employed in conjunction 
with spot. High facilities charges 
cause not only the cut-in 'nuisance' to go elsewhere, but also the spot 
business. Where cut-ins are a test of a regional or local spot cam- 
paign they can help to generate a future spot effort. Station facility- 
charges should therefore be lowered to a minimal rate covering the 
operational costs for a client service." 



10 JULY 1961 

The March, 1961, Fresno ARB 
survey again proves that KMJ- 
TV is Fresno's favorite TV sta- 

KMJ-TV has more quarter 
hour wins Monday through Fri- 
day . . . from sign-on to sign-off 
. . . than the other two Fresno 
stations combined. This is true 
both for the Metro Area and for 
total homes. 

And KMJ-TV's movies have 
unusual audience appeal. The 
afternoon movies Monday 
through Friday were tops in 
every quarter hour rating from 
3:00 to 5:00 p.m. The Sunday 
Cinema Special from 4:00 to 
7:00 p.m. had a 21.5 rating com- 
pared with ratings of 10.4 and 
9.7 by the other two local sta- 
*March 1961 ARB, Fresno 


"RCA Victor distributors tell me 
they select the WLW Television 
Stations to advertise RCA Victor 
Color sets because they're among 
the Colorcasting leaders in the na- 
tion . . . with their Color TV engi- 
neering skills, wonderful Color 
programming, and Color selling 


Jack M. Williams, Vice Pres. 

Advertising and 

Sales Promotion 

RCA Sales Corporation 

Call your 

WLW Representative . . 

you'll be glad you did ! 



WLW- 1 











Crosley Broadcasting Corporation, 
a division of Avco 



Sponsor backstage {Continued from page 14) 

Perm could not have been better. But why do I go on? As you 
know, the play won the Pulitzer Prize recently. That's how good it 
is. Yet when I saw Mosel at an audition of a new musical recently 
he expressed considerable doubt as to whether the play would make 
money, in spite of its awards, and his joy in them. 

Aurthur is the writer of the book for a new musical drama, the 
music and lyrics for which were written by Richard Adler (who, 
with the late Jerry Ross, did "Damn Yankees" and "Pajama 
Game"). In working with Dick on this musical — called "Kwamina" 
—I think Aurthur has learned much about costs. "Kwamina" isl 
budgeted at $350,000, and may very easily run a good deal more. 
Literally years of work will have gone into it before it opens on 
Broadway about the middle of October, and there is always a. big 
chance it will flop, or even if it should survive for a reasonable 
length of time, not make money. 

It seemed to me quite possible that Mosel's and Aurthur's experi- 
ences with the live drama on Broadway may have tempered their 
attitudes toward the standard fall guys (the networks, sponsors, and 
agencies) generally held responsible for the drama's dilemma in tv. 
But then I reviewed the testimony of a couple of other witnesses 
who have also had experiences on Broadway : Paddy Chayefsky and 
David Susskind. Chayefsky, of course, has written several very ex- 
cellent and highly successful Broadway plays, the latest of which 
was "The Tenth Man." Susskind produced a financial flop called 
"Rashomon" (if I remember correctly) a couple of seasons ago. 

Susskind's remarks hit the nadir 

I find no fault with Chayefsky's criticisms of the networks, be- 
cause I believe he is a talented man who knows whereof he speaks 
But I think Susskind's remarks represented the nadir (to use one 
of his own favorite words) of the hearing. Susskind has demon- 
strated over and over again that he is a glib, shallow, publicity mad 
promoter. He has produced some of the dullest shows ever perpe- 
trated, and he has made bores out of some this nation's most inter- 
esting people by his deadly pompous, pretentious, and empty inter 
viewing on his television programs. He is the only moderator 
and/or master of ceremonies I have ever seen who was able to make 
an unbearably tiresome, yawn-provoking mess out of a show starring 
a group of the greatest comics in the history of show business. That 
was the program on which he had Jimmy Durante, George Burns, 
Groucho Marx, Buddy Hackett and, I think, a couple of others. 

Susskind, who has made an exquisite art out of saying almost 
nothing in a maximum of- time, consumed almost four hours with 
his testimony. Among other brilliant suggestions he forwarded was 
one in which he recommended that station program directors bei 
licensed — in the same manner, said David, as dog-catchers and bar- 
bers are licensed. And he recommended that these program direc-; 
tors be required to take a test to prove their fitness before they could 
get the license. 

Susskind didn't suggest that the same procedure apply to pro- 
gram packagers, but then that could be because he is quite certain 
he couldn't pass such a test. 

George Jessel was another early witness in this round of the hear- 
ings. He made some caustic remarks, too, about agencies and the 
rating systems. But he wasn't on as long as Susskind, and he was 
much funnier. W 


10 JULY 1961 



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10 JULY 1961 

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National and regional buys\ 
in work now or recently completed' 



Norwich Pharmacal Co., Norwich, N. Y.: Activity on Pepto Bis- 
mol again with four and five week runs being placed in 75 markets. 
Schedules are for night minutes after 9 p.m., 24 July through 20 
August and 4 September through 8 October. Buyer: Bill Brett. 
Agency: Benton & Bowles, New York. 

Lever Bros. Co., New York: Schedules start mid-month on Silver 
Dust Blue in 3 markets. Schedules of day, early and late minutes 
are set for four weks. Buyer: Bill Ferguson. Agency: SSCB, N. Y. 
Procter & Gamble Co., Cincinnati: Going into 30 markets in July 
with schedules for Lava. Placements are for the P&G year using 
moderate frequencies of day and night 60's. Buyer: Tom Hall. 
Agency: Leo Burnett Co., Chicago. 

American Tobacco Co., New York: Looking into various sched- 
ules for a September start for Dual Filter Tareyton. Avails have been 
requested in about 50 markets for prime 20s, based on the fall lineup, 
and half-hour syndicated programs. Buyer: Lou West. Agency: Law- 
rence C. Gumbinner Adv., New York. 

Mermen Food Products, Inc., La Porte, Ind. : Planning a cam 
paign in about 30 markets for Jiffy Pop popcorn. Children's show 
participations and minute adjacencies will begin 4 September for 
13 weesk. Buyers: Victor Lindeman and Lucile Widener. Agency 
Victor & Richards, Inc., New York. 

Louis Marx & Co., New York: This toy manufacturer has already 
started its fall-Christmas planning because of the tight situation in 
kid shows in the top markets. Schedules in these markets are now 
being placed, with the rest of the lineup also to be firmed up a little 
earlier this year. Starts are early to mid-October for 10 to 13 weeks 
Buyer: Jack Dougherty. Agency: Ted Bates & Co., New York. 


Fels & Co., Philadelphia: Fels Naptha campaign starts 17 July for 
10 weeks in 75 markets. Schedules of housewife minutes, Monday 
through Friday, are being bought on an alternate week basis. Mar- 
kets are the same as last year with modifications and improvements. 
Buyer: Alan Bobbe. Agency: Aitkin-Kynett Co., Philadelphia. 
J. H. Filbert, Inc., Baltimore: Campaign for Mrs. Filbert's mar- 
garine kicks-off 17 July in 10-12 eastern seaboard markets. Buys are 
daytime minutes for six weeks, with station preferences of their local 
brokers carrying weight. Buyer: Gene Camoosa. Agency: Young & 
Rubicam, New York. 

Best Foods Div. of Corn Products Sales Co., New York: Con- 
sidering five-minute day slots for Kasco dog food using man-in-the- 
street type e.t.'s. Schedules would start in the fall in 20-25 markets, 
three to five times per week per market. Buyer: Harry Durando. 
Agency: Donahue & Co.. New York. 



10 JULY 1961 



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The ears have it! 
The best in 
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and public affairs 
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ears every day on wmca 
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10 JULY 1%1 


In Chicago 


...Riccardo Levi-Setti and Anthony Turkevitch, renowned nuclear 
scientists, work with this awesome $2.5 million cyclotron at the 
University of Chicago's Enrico Fermi Institute. Here on campus, 
under the west stands of the University's Stagg Field, the first 
nuclear chain reaction ushered in the Atomic Age. 

In Chicago 



reaches more homes* than 
any other Chicago radio station. 

*Nielsen circulation study, No. 2 


Quality • Integrity • Responsibility 


10 JULY 1961 



I Continued from page 28) 

100% more time at only 65% more 
dollars than the basic 20 second rate. 

Dunville explained that the 30-sec- 
ond announcement would provide for 
50% more time at "only 40% more 
dollars than the 20-second rate." 

"We have established the new sales 
policy in regard to the 40-plus break 
because of our strong convictions 
that the television viewer would pre- 
fer seeing and hearing a longer com- 
mercial message for one product in 
the station break period, rather than 
trying to assimilate several messages 
which are perhaps confusing and 
which, at the least, tend to leave the 
viewer with the idea of 'over com- 
mercialization,' Dunville observed. 

"While it is conceivable that this 
new rate structure could result in less 
revenue for the Crosley Broadcasting 
television stations, we believe that re- 
duction in the number of commercial 
interruptions between programs will 
meet with the overwhelming approval 
of viewers, and that the advertiser as 
well will profit because of the re- 
duced time cost for his most effective 
commercial." Dunville concluded. 

sponsor will continue to examine 
the expanded station break nolicies 
of stations across the land and in the 
near future plans to present a more 
detailed chart of the leading outlets' 
prime time rate structures. ^ 

(Continued from page 31) 

usual in the case of other outstand- 
ing specials for the agency to spend 
three or four years in negotiation and 
planning before a program is tele- 

As an example of agency work on 
a yet unscheduled special. Hollender 
cited the case of Rain. Originally he 
had been approached by a agent who 
wanted to sell a series based on the 
Somerset Maugham properties. When 
he turned down the idea as lacking 
the necessary fabulosity, the aaent 
proposed using Rain as a special. 

Hollender agreed, providing a big 
name star could be found for the 
Sadie Thompson part. The agent, 
consulting availabilities, came up 
with Lee Remick, who savs Hollen- 
der, "is a great talent, but not nearly 
big enough." 

Efforts to secure Susan Hayward 
proved unavailing, whereupon Hol- 
lender half jokingly suggested the 


"dream casting" of Marilyn Monroe. 

To his astonishment, the agent 
managed to secure a tentative com- 
mitment from the blonde super-star, 
and preparations for the Monroe- 
Rain special had been proceding 
merrily until a few weeks ago when 
a combination of directing trouble, 
and Miss Monroe's emergency opera- 
tion for removal of her gall bladder, 
necessitated a halt. 

At the moment, Hollender is un- 
sure whether the Monroe-Rain pres- 
entation will ever see America's home 
screens. He uses it as an example, 
however, of the long-time planning 
and negotiation which go into the 
production of top tv specials. 

Right now, Hollender is thinking 
ahead both to the season of 1962-63 
and to 1963-64. On his desk, when 
interviewed by sponsor was a copy 
of an Ibsen play he has been consid- 
ering as a vehicle for Ingrid Berg- 

"The point is," he says, "you can't 
wait for specials to come to you. We 
have hundreds of ideas and presenta- 
tions made to us every year. They 
come from the networks, packagers, 
agents, all sorts of places. 

"But we find that the best specials 
require tons of work and planning by 
the agency, if you're going to be sure 
of high ratings." 

One way in which such planning 
pays off, according to Hollender, is 
that really big, and carefully planned 
shows can command the best time 
spots. Agencies are in a far better 
bargaining position when they ap- 
proach networks, if the property 
seems absolutely sure fire. 

Hollender considers a prime net- 
work time period one absolutely es- 
sential piece of insurance for a big- 
budget special. A second type of in- 
surance which he says is of "critical 
importance" is pre-promotion. 

Grey almost invariably recom- 
mends extensive promotion expendi- 
tures (billable) to accompany a spe- 
cial and may have as many as five 
full time men working on a single 
program, in addition to the efforts of 
the talent's own p.r. people and those 
of the network p.r. department. 

Says Hollender, "we analyze our 
pre-promotion on-the-air plugs as 
carefully as if we were buying them. 
And fight for better positions and ad- 
jacencies as fiercely as the most ex- 
acting spot time buver." 

Specials, in Hollender 's opinion 
have become "the most vital element 

in television — as important, if not 
more so, than regular programing. 
They are one of the only areas thai 
makes tv exciting. And, of course 
one of the few places today when 
agencies can exercise real prograrr 
influence and creativity." 

Madison Avenue veterans whc 
know and respect Hollender, how 
ever, are quick to point out that h( 
is one of an almost vanishing breed 
in the agency business — a top rank 
ing executive who knows, under 
stands, and can operate in the worlo 
of show business. 

They say that not only do few 
agencies have Grey type of billing: 
which allow work in tv specials, bu 
even fewer of the big shops have mer 
of Hollender's caliber. "After you'v< 
named B.ob Foreman at BBDO. Dai 
Seymour at Thompson, Terrv Clvn< 
at McCann, who have you got?" the; 

Hollender joined Grey in 1951 
fallowing five years as a partner wit! 
Louis G. Cowan, former CBS-T\ 
president in Cowan's radio/tv nack 
age producing firm. Prior to Work 
War II, he spent ten vears in radi 
with WIND and WJ.TD in Chicag. 
working his way up from sports a 
nouncing and sales to mahagemen 

Commenting on his present pos 
Hollender savs with a slight si<di 
"Sometimes I thing I'd like to gi 
out of the snecials business." 

But he adds. "These days asencii 
rise and fall on their tv billing 
Media know-how alone is not enou**! 
We need more program people in th 
agency business." # 


(Continued from page 32) 

ing viewers include 71.4% of all Ne v 
York tv homes. 

Sure to receive careful attentio 
from agency media executives are th 
figures developed in the new repoi 
on "light, medium and heavy" viev 
ing homes. 

Because of the emphasis given r 
cently by print media to such brea^ 
downs (including Nielsen's own NM 
tv-magazine study) the breakdow 
of the Audimeter sample by heavies 
medium, and lightest viewing thirt 
has a special significance. 

In general, the study shows th; 
even the lightest viewing homes c 
most of their viewing in prime ev | 
ning hours while heaviest viewir 


10 JULY m 

homes account for a preponderance 
If the daytime audience. 

Between 2:00 and 3:00 p.m. heavi- 
est viewing homes account for 69.0% 
, >f the total viewing audience, and 
[ ightest viewing homes for only 
[i.l%. In the 8:00-9:00 p.m. slot, 
Liowever, the heaviest viewing third 
i nakes up only 47.3% of the audi- 
ence while the lightest viewing homes 
ccount for 19.3%. 

Nielsen, which is offering the new 
||JSI report to agencies, client and 
tations, claims that will allow a tv 
dvertiser to exercise "more care in 
electing his tv audience." ^ 


Continued from page 35) 
minute and I.D. is sold at more or 
a ss than the 156-time rate. But we 
• relieve this is a reasonable rate to 
pply, and it was applied universally 
mong the 227 markets. 

So now we have a new "Top 50 

.larkets" — those where the tv dollar 

I kill attract the most viewers. We 

I [^ere scarcely prepared fully for what 

>e found. For many years a belief 

nherited from newspapers has per- 

listed: the bigger the market, the 

bwer the milline rate (today, cost- 

ier-1,000). To a large degree this 

> as true of radio. In tv we have the 

'xample of the CBS TV Network 

Kate Formula published in 1958, 

Vhich allowed only a 75% increase 

h rate for each 100% increase in 

irculation. This sought to hold down 

1 ''■• 'he cost-per-1,000 of the largest sta- 

[ions while granting an equitable 

'ate to the smaller stations. But 

omething strange has happened in 

lie intervening years. 

Of the 50 markets where television 

(ill stations combined) delivers the 

I 'Trgest audiences only four are to be 

ntnd among the markets with the 

lowest c-p-m' s! Of these same 50 

mrkets with the largest audiences 

nl\ 23 had c-p-m's at or below the 

hedian $2.99 for all 227 markets. 

imong the top 25 markets in audi- 

; nces delivered not one placed better 

lan 52nd in c-p-m. 

What is the effect on buying of 

Revision time of this disproportion? 

irtually nil. And there is a simple 

av to demonstrate the point. 

When the FCC "Final Tv Broad- 

' ; ast Financial Data — 1958" were re- 

I'ased we prepared an analysis to 

Kaluate the importance of the dollar 

if 'olume of national spot business in 

PONSOR • 10 JULY 1961 

the 76 U. S. markets reported. To do 
this we divided the dollars shown for 
each market by the number of fami- 
lies in the tv areas of the market. Our 
purpose was to learn how many dol- 
lars per family were being spent by 
national spot advertisers in each mar- 
ket. (We used the families in the tv 
area concept because this was the 
more widely used basis for selection 
of markets in 1958 than the homes- 
reached approach we have been de- 
scribing above.) 

The median dollars-per-family for 
national spot tv was $5.31 for the 
year 1958 among these 76 U. S. mar- 
kets with three or more stations. The 
greatest expenditure was better than 
double this amount ($10.72) for a 
major market which ranked 50th in 
c-p-m among the 76 markets reported 
on by the FCC. Among the 10 mar- 
kets showing the highest national 
spot tv dollars per family ($7.84- 
$10.72) the best performance shown 
was 23rd place in this c-p-m analysis, 
while the poorest was 71st place out 
of 76! How can we explain "scien- 
tific" timebuying which shows over- 
whelming advertising pressure being 
placed in the most expensive markets? 

Some may answer that you can't 
avoid the big markets. Well and 
good. But where does big stop lining 
big? In a single midwestern state we 
find five tv markets ( ignoring those 
on the borders with some coverage in 
the state). Three of them are three- 
station markets and reported by the 
FCC. The largest shows $8.10 per 
family spent for national spot — the 
other two, $3.20 and $2.69. This is 
too great a disparity to pass over 
lightly. The largest market ranked 
116th in c-p-m — the better of the two 
smaller markets ranked 8th. 

Distribution of product, among 
food and drug products at least, can 
not explain the differences we found 
in this midwestern state. The areas 
of all five markets were well covered 
b\ all the leading food chains and 
drug wholesalers. You surely couldn't 
make a case for the largest city on 
the score of superior income or bu\ - 
ing power. Why then was this one 
market worth nearly three times the 
advertising effort of the smaller mar- 
kets — at a c-p-m many times greater? 

Some may answer that more "rat- 
ing points" are needed in major than 
(Please turn to page 60) 


FROM: ^uM^Juy^ TO: jJJL AE/'S 


• $172 billion Consumer 
Spendable Income 

• Nearly One Million 

• Ratings as high as 7.6 

• Rates as low as $27 for 
minute spots 













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What's happening in U. S. Government 
that affects sponsors, agencies, stations 


10 JULY 1961 The FCC has already moved decisively on the programing front: it didn't wait 

copyright imi for the end of the programing hearings or for adoption of a new programing sec- 

sponsor tion in the license forms. 

publications inc. The action came on an application for an FM station, an application which had been ap- 

proved by the hearing examiner. The full commission overturned the initial decision on 
the grounds that the applicant had made no effort to ascertain programing needs 
of his community, and couldn't be expected to meet needs he didn't know anything 

Not long before, the Commission had moved to require WINS, New York City, to under- 
go hearings on whether its license should be renewed. 

Even so, the FM decision stood out as historic. It came on a 4-2 vote, with commission- 
er Ford absent. Hyde and Cross were the dissenters. Craven, strongest advocate of govern- 
ment hands-off among the seven, this time voted with the majority. This is just another sign 
that in many cases of this nature Craven's vote will be lost. On the other hand, Cross can be 
expected to weave from one side to the other on facts of individual cases. 

One FM decision on the face of it doesn't seem so important, and a single FM decision 
doesn't rival WINS for importance. But this is the first decision of its type and commits 
the FCC to a course of action. 

Hereafter if people want stations, AM, FM or TV, they'd better be prepared to tell the 
FCC how they went about finding out what sort of programing the communities 
concerned want, need and should have, and what they propose to do about it. Even 
people who already have stations would also do well to be prepared in this fashion when they 
come in for renewals. 

The FCC was also busy on other fronts : like looking into the change of rules 
for vhf translators, a proposal to clamp down on duplication of AM radio pro- 
grams by commonly-owned FM stations. 

Mostly FM has been considered a bonus for advertisers who buy time on AM stations. 
The FCC announced an inquiry into whether the "bonus" should be made less avail- 

Working from the point of view that there are now so many FM stations and so many 
more are being constructed and applied for that this part of the spectrum is also getting crowd- 
ed, the upshot is that the FCC may become more selective about who gets these stations 
and how they are used. 

Part of this is the question of whether a person should have one of these "scarce" sta- 
tions if he intends only to duplicate his AM operation. 

The FCC has also proposed new rules on licensing of VHF translators to tv sta- 
tions and to companies in which the tv stations own interests. 

This may be a belated reaction to fears of a year or so back by small-market tv stations 
that large market stations would be able to add translators to an extent that they would serve 
huge areas. 

The Commission said that the VHF translators may be used more to permit one sta- 
tion to cut into the service area of another than to bring tv programs to unserved 

It proposes new rules forbidding vhf translators to stations when they would duplicate 
network programs or when a tv grant has been made in the area to be served. 

• 10 JULY 1961 55 

Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 

10 JULY 1961 

Copyright 1961 



Don't be surprised if ITC puts the Lone Ranger into syndication for next season. 

Apparently Jack Wrather and General Mills couldn't get together on a renewal price and 
the children's classic will likely not be on a network next season — its first absence, by the 

There are more than 200 episodes, including a batch of first-runs in color. 

The shortage of new syndication product seems to be disturbing the New York 
network o&o stations. 

They've got a number of periods to fill this fall and, from reports, they're wondering 
how hard the tariff will hit them, if there isn't enough new series to go around and they 
have to compete for the little that's available. 

Ziv-UA's market roster for Ripcord reached a total of 94 last week, with the 
clearances effected by Standard Oil of Texas and Savannah Sugar Refining, plus a 
batch of other sales. 

The SOT outlets: KGGM-TV, Albuquerque; KGNC-TV, Amarillo; KMID-TV, Midland; 
KRBC-TV, Abilene; KSWS-TV, RosweU; KSYD-TV, Wichita Falls. 

Latest Savannah Sugar buys include: WTVM, Columbus, Ga. ; WSOC-TV, Charlotte. 

FTC's Whiplash has already picked up 48 markets and another of the compa- 
ny's new series, Supercar, is also doing well on the sales front. 

The syndicated pair were released three weeks ago. 

Screen Gems has placed the re-runs of Manhunt in 11 markets since makin; 
them available two weeks ago. 

There are 78 films in that series for repeat sale. 

Eight years in national spot for Kellogg's doesn't appear to have damage( 
Superman's rating attractiveness in local syndication. 

The 104 half-hour episodes are now sold by Flamingo in about 70 markets. 
In many cases it's drawing higher ratings in strips or multi- weekly runs now its 
fifth or so time around than it did several seasons ago on a once-a-week basis in nationa 

Besides its fame as a comic strip, radio series, etc., Superman is unusual among chil 
dren's tv shows for another reason: it's not in animation. 

Here are recent ARB ratings averages in two markets where Superman is a daily strip 
Atlanta, WSB-TV, 4:30 p.m. 17.0 
Miami, WPST, 5 p.m. 10.3 

In these three cities the exposure is multi- weekly: 

New York, WPIX, Sat. 7 p.m.; Sun. 5:30 p.m. 18.3 

Memphis, WREC-TV, Sat. at 7:15 p.m. & 8:30 p.m. 15.0 
Albuquerque, KOB-TV, Tu. 4 p.m.; Th. 4 p.m. 14.3 

Not all cities of course do strip Superman. On WGN-TV, Chicago, the series plays Sat 
urday at 5:30 p.m. and earned a 11.0. 



10 JULY 196! 

FILM-SCOPE continued 

ITC joins the inner circle of syndicators with two first-run shows in current re- 
lease: Whiplash and Supercar. 

With ITC's Danger Man already sold on CBS TV, this represents the greatest invasion 
of the U. S. market by British ITC product to date. 

Whiplash, reported sold in 48 markets, has advertisers including Miles, County Fair 
Bread, Humpty Dumpty stores, and P&G on th« entire independent Canadian network. 

Whiplash markets include WNAC-TV, Boston; WRC-TV, Washington; Los Angeles; San 
Francisco; KTNT-TV, Seattle-Tacoma; KHVH, Honolulu; KLZ-TV, Denver; KPHO-TV, Phoe- 
nix; KVAL-TV, Eugene; CKLW-TV, Detroit; KDKA-TV, Pittsburgh; WKST-TV, Youngs- 
town; WSEE-TV, Erie; WNEP-TV, Scranton; WAGA-TV, Atlanta; WESH-TV, Orlando; 
WAFB-TV, Baton Rouge; WKY-TV, Oklahoma City; WWL-TV, New Orleans; WTVT, Tampa, 
and WALA-TV, Mobile. 

Supercar, a children's series using a technique ITC calls supermarionation, is 
sold in New York, Chicago, Pittsburgh, Detroit, Tampa, Eugene, and Youngstown. 
In some cases the same sponsor is reported to have bought both Whiplash and Supercar. 

The producers of one half-hour off-network series will lose about $7,000 if 
they make a full-hour network sale for next year. 

That's the amount spent so far in promotion materials for the re-runs under the original 
name — a name which would be reserved for the full-hour version if sold. 

In that case the re-runs would have to be retitled and the promotion stuff already 
made for them would be junked. 

Jim Victory moves up at CBS Films to take over the post of general sales 

The post has been vacant for more than a year, during which time Victory was syndica- 
tion sales director. 

Banner Films is extending its holding of tv series based on Edgar Rice Bur- 
roughs properties. 

First, Tarzan. Now, Jungle Girl, to which Banner Films has world distribution rights. 
There are 15 episodes. 

The personnel casualty rate when CNP reconstituted itself recently as NBC 
Films was possibly the highest ever at a major syndicator. 

At the New York office alone 30 people were trimmed from the staff, representing a 
cut of about 60 per cent. 

Commercials in general have a stronger result on older than on younger wom- 
en, according to a Schwerin study of 436 commercials. 

Among all women the commercials showed an SRC Competitive Preference Change of 9.7. 
However, the effectiveness was 10.7 for women 36 and over, and 8.5 for women from 
16 to 35. 

Conclusion: general women's commercials on the average do about 25 per cent bet- 
ter among older women. 

Hurst Metrotone News and BCG Films are putting into joint production a docu- 
mentary series, called Perspective on Greatness. 

There will he 13 shows featuring outstanding history-making personalities of our time. 
Reason given for series: "the growing importance of news and informative tv pro- 

SPONSOR • 10 JULY 1961 57 

A round-up of trade talk, 
trends and tips for admen 


10 JULY 1961 

Copyright 1961 



Kraft must be pleasurably surprised at how close its summer replacement, 
British-made mysteries, has come to the ratings of the Perry Como show. 

Como went off with a two-week average of 20.1, whereas the first two summer install- 
ments garnered an average of 19.7. The source: ARB multi-city. 

If you're in tv and cotton to anniversaries here's one for the week: it was just 
20 years ago that the first paid-for commercials took to the air. 

The station was WNBT, New York, and the products: Bulova, Spry, Ivory and 

The minute rates: nighttime, $8; daytime, $4. 

Still another bit of looking-back is this roster of where certain industry people 
were ensconced 20 years ago, with an appendix of the spots they're filling today. 

Herbert A. Carlborg 
Arthur Hull Hays 
Merle Jones 
Arthur Kemp 
William Lewis 
Howard S. Meighan 
T. C. Streibert 
Lewis Titterton 
Lee Wailes 
Fred Weber 


CBS Detroit sales 
WABC, N.Y., sales 
KMOX general manager 
CBS Pacific Coast sales 
CBS v.p. 
CBS Spot Sales 
WOR & Mutual v.p. 
NBC script manager 
Westinghouse stations 
Mutual general manager 

CBS TV commercial acceptance 
CBS Radio president 
CBS TV Station's president 
Compton v.p. 
K&E chairman 
Videotape Prodns. president 
WTCN, Mnpls., gen. mgr. 
Compton program v.p. 
Storer executive v.p. 
Friendly Group v.p. 

Lament voiced last week by an upper-rank v.p. at ABC TV: 

The network within a space of two weeks lost $7-million worth of business as a result 
of price-cutting and premium deals by competitors. 

Chesebrough-Pond's and Alberto-Culver now have something in common, but 
in reverse order as far as cities go. 

Both cosmetic-toiletries accounts cross over into the same agencies, JWT and Compton. 

JWT has C-P in New York and A-C in the Chicago office, while Compton has a 
piece of C-P in New York and the bulk of the Alberto-Culver business in its Chicago 

The agency field has its own sort of Parkinson's Law. 

It runs something like this: jobs proliferate in ratio to the time spent by depart- 
ment heads at account group and other meetings. 

Though a rather cold consolation, the reps who have been losing chunks of their 
billings via the route of station groups taking over their own national sales are able 
to harbor this thought: 

If they can get enough stations to replace the exodus the end commissions will exceed 
those that had been available to them from the group, which paid a lower rate. 



10 JULY 1961 




No ten gallon hat, 
no cowboy boots, 
but a true 
"Texas Oilman." In 
the Beaumont- 
Port Arthur-Orange 
market, 50,000 
people are directly 

mnected with 

e petroleum industry. 
..»eir average 
buying income 
is over $7,000 per 

You sell them 
and over 700,000 
other prosperous 
Texans and 
Louisianans in this 
lumbering, manufac- 
turing and 
shipping Hot Spot 
only through 

^p Peters — Griffin 
■fp — Woodward 


SPONSOR • 10 JULY 1961 



[Continued from page 53) 
in minor markets. An agency so 
quoted groups New York and Chi- 
cago at 100 rating points, the next 
23 markets at 75, all above 51st at 
5fl I dig those crazv rating points). 
Of course, as we said, "Whose First 
50?" — but is not the really meaning- 
ful gauge the number of stations in 
the market? The lower average per 
station where the number of stations 
is larger could be a good reason for 
greater frequency. But this doesn't 
pan out either. The three-station 
markets reported by the FCC show 
an almost exact relationship — the 
bigger the market the more dollars- 
per-family. The four-station markets 
are not substantially above the three 
stations in dollars-per-familv. And 
the c-p-m analysis shows the exact 
reverse — the more dollars-per-family 
spent the higher the c-p-m. 

Do agency people still believe that 
small markets are high c-p-m mar- 
kets? "Yes, Virginia ." As 

recently as last fall a major executive 
of a major agency advised against 
the use of one-station markets for 
test campaigns because rates are usu- 
ally based on "what the traffic will 
bear rather than on reasonable cost- 
per-1,000." In the face of all the ob- 
vious advantages a one-station mar- 
ket frequently presents for test pur- 
poses it is difficult to see this unsup- 
ported statement as a reason to not 
use such markets. Actually, of the 
72 one-station markets on which we 
have audience data more than half 
(37) show c-p-m's below the $2.99 
median for all 227 markets. Twenty 
of the 50 markets with the lowest 
c-p-m's are one-station markets, 20 
are two-station and only 10 are 
three-station markets. 

By way of an alternative let's con- 
sider this: Assume an account with 
very good national distribution ap- 
proaching spot tv. The big markets 
are admittedly important. If this ac- 
count were to buv three 20-second 
announcements at the 156-time rate 
for "AA" time on each of the 163 
stations in the 50 largest markets, the 
weekly bill would be roughly $166,- 
400. The advertising impressions de- 
livered would be just over 54 mil- 
lion. But supposing this list was 
culled for value — the 10 markets 
with the highest c-p-m dropped. This 
would free nearly $20,000 which 
would have been buying audience at 


$3.64-per-l,000 viewing homes. Move 
down the list and select enough from 
the second 50 markets to account for 
this $20,00. Now we find that we can 
buy 31 markets delivering over a 
million more advertising impressions 
for the same dollars! Cost-per-1,000: 
$2.22! Obviously, there's gold to be 
mined among the second (and third 
and fourth) 50 markets. 

Obviously, this is a very arbitrary 
and theoretical example. But it does 
serve to show the way in which at- 
tention paid to more than sheer size 
— attention paid to value — can effect 
economies in the use of spot tv which 
may smack a bit more of "scientific" 
time buying. The basic approach is 
the thing — used to its maximum with- 
in the very real framework of the 
problems of distribution, budget, and 
other factors applying to any indi- 
vidual account. 

So how does it all add up? We've 

seen that the "Top 50 " type of 

game is really just a game. What is 
really meant when such terms are 
carelessly tossed off is concentration 
on the major markets for a specific 
account — and anti-freeze and air- 
conditioner manufacturers are not 
about to agree on the same 50! We've 

seen that looking at the "Top 50 " 

just two ways can make a big differ- 
ence for at least eight markets, 24 
station managers. A little less for 
more specific) "Top 50 ' talk 

conceivably could diminish the 
chances for a coronary for at least 
24 nice guys. 

How about this c-p-m business? 
Well, we consider ourselves gadflies, 
not crusaders, in this business. There 
are many reasons for many accounts 
spending disproportionate dollars at 
disappropriate prices. We can't be- 
gin to pretend to know the answers, 
for any but a few flagrant cases. But 
there is a general caution and lesson 
to be learned from an examination 
of standards and values as we have 
run by them lightly here. 

A little lighter on the "rule of 
thumb" and a little more pressure on 
the index finger searching out sig- 
nificant rather than superficial ele- 
ments of value in tv buying can move 
us all closer to a "scientific" basis for 
time buying. Maybe it's time to look 
less often at the trite, more closely 
at the less obvious. Many a dollar 
will go further for less attention to a 

"Top 50 _." type of formula and 

more attention to clear values out- 

side this magic circle. 

There is a simple and obvious 
switch on a statement made to me 
many years ago in the course oi 
working on radio program analysis: 
"You can't write a script with one| 
pass of a slide rule!" 1 


(Continued from page 39) 

who occupy apertments next door to 
one another. The scene opens as they 
each leave for the day's work, Kamens 
commenting that a hot day is in store. 

In the next scene they're returning 
at day's end. He rushes in to turn 
on his air conditioner and rushe 
right out because of the heat. She 
invites him in to her place, and he' 
amazed that it's already so cool. A^ 
she edges close to him on the coucl 
she explains her Fedders Climatimer 
and just as she's about to kiss him 
he jumps up exclaiming he has tc 
write down the name of the Fedders 

In the installation commercial 
Kamen and Cunningham play a mar 
ried couple who've just bought a Fee 
ders. He installs it in rapid fashion 
She decides it'd look better in th 
other window, so, exasperated, 
goes through the process again 
"giving us the desired repetitior 
couched in comedy," Rendely notes 
When she calls for returning the uni 
to the first window, he fights off tears 
pleads that they just relax and coo 
off. He'll move it tomorrow. 


(Continued from page 41) 

longer exists. Somehow the Cali 
fornia climate doesn't seem right an; 
more for the development of sue! 
living legends as Spencer Tracy anc 
Cary Grant. 

This year, the prospects for im 
mortality seem to be the tv stars whe 
would have made it without tv — Ken 
nedy (or would he?), Shepard, eve 
Khrushchev. Nowadays hard new 
is preferred over soft. Louella Par 
sons has no show on the air. Th 
thrilling true-life romance of Vilm; 
Banky and Rod La Rocque couldn' 
get mentioned on the eleventh hou 
news if they were necking on Vint 
Street today. 

For all we know, a Paar or Garro 
way might take on that all-time lustr 
in the long run. There's no way t< 
turn the telescope around backward 


10 JULY 196 

for proper perspective. 

Withal, for at least one generation 
of viewers who might not otherwise 
have seen much of them, tv has pro- 
duced a Gable, a Cooper and a Valen- 
tino. They are Gable, Cooper and 
Valentino of the Late Show, Million 
Dollar Movie and Silents Please. 

David V. Sutton, v.p. in charge of 
MCA TV Film Syndication, New York 

Tv has produced hundreds of Ga- 
bles, Coopers and Valentinos, and 
that's the reason no single romantic 
male has made the fabulous impact 
the early motion picture stars have. 
There have just been too many. 

In the earlier days of the motion 
picture, romantic leading men had no 
competition from other mass media 

No single ro- 
mantic star 
on tv has 
made the grade 
because there 
are too many 

to reach the hearts and the minds fo 
the nation's female fans. A suave 
Gable, a manly Cooper or an exotic 
Valentino were symbols of every- 
thing that was desirable in the ro- 
mantic imagination of American 
women. Today we have so many 
symbols and we find that public adu- 
lation is spread too thin to center on 
any one personality. 

Certainly the television screen has 
brought us many leading men who 
might qualify as public idols, if they 
did not have to compete with another 
charmer at the turn of the dial. How 
about these: Robert Horton of Wag- 
on Train, Dale Robertson of Tales of 
Wells Fargo, John Forsythe of Bache- 
lor Father. George Montgomery of 
Cimarron City, Rod Cameron of Cor- 
onado 9, Jack Webb of Dragnet, Rob- 
ert Stack of The Untouchables, Bob 
Gummings and scores of others any 
tv fan could mention. 

Many romantic men who have 
made their starts in other fields, like 
motion pictures, radio or popular re- 
cordings, have created their biggest 
stir when they switched to television. 
Witness Frank Sinatra. Elvis Presley, 
and Bobby Darrin. Others, who bene- 
fited by tv and then went West to 
make films, must include Pat Boone, 
Tommy Sands and Ricky Nelson. 

There are other reasons, of course, 
why television has not created a super- 
star like Valentino. The tremendous 
effect on our young people of rock 'n' 
roll has shifted, to some extent, the 
\ounger fans' hero-worship to stars 
in that area of entertainment. Pro- 
fessional sports. I thanks in large 
measure to television exposure) has 
siphoned off a good deal of the en- 
thusiasm for entertainment stars. 

Lawrence H. Kanaga, president. 

General Artists Corp., New York 
Before there could ever be a Gable, 
a Valentino or a Cooper in the movie 
industry, somebody had to take a 
chance. Similarly, in tv nothing hap- 
pens until someone puts his money 
where his mouth is. Good or bad, the 
early movie industry's decisions were 
usually made by a showman. 

Television is tending to be an in- 
dustry of business committees — the 
network committee, the agency com- 
mittee, the sponsor committee. Few 
chances are taken in group decisions; 
decisions are always "safe," the dar- 
ing or different ideas shelved because 
they represent risk. 

Creating new entertainment values 
can be as elusive as trapping sunlight, 

and how can you explain trappi 
sunlight to a committee? The) gen- 
erally buy only what the) have known 
or seen before. It is the old idea of 
the dog chasing his tail. The fewei 
new ideas accepted for this next sea- 

The movies 

created idols 
because a 
shoivman took 
a chance. Tv 
takes none 

son, the fewer there will be created 
in the future. In this way, we have 
worked ourselves down to a steady 
diet of westerns, comedies and ad- 
ventures. Now we are going to elimi- 
nate westerns and adventures be- 
cause of the violence, and that leaves 
comedy, which offends no one. Un- 
fortunately, nobody can laugh every 
night for four straight hours. 

In the early days, before television 
got big enough for committee deci- 
sions, creativity flourished. Now we 
have stifled new ideas and they will 
not grow again until our industry 
cultivates them. ^ 

America looks to the South 
for economic growth, and 
the Jackson TV 
market area 
leads that 

Past President, 

U.S. Chamber of Commerce 


Pres., Mississippi 
School Supply 


Serving the Jackson, Miss., Television Market 


10 JULY 1961 


These numbers vividly sum up the picture of the CBS Television Network? What stand >i 

television leadership today. What stands out less clearly are the runners-up. That's becas 

clearly is that one network has consistentl y de- one network ranks second at night, but tlj 

livered the lar g est nationwide audiences ni ght during the day. While another network raJ 

and day throu g hout the past season — namely, second during the day, but third at night. We 

icomes to choosing the network which can 
pesent his product most effectively, the most 
iportant thing for an advertiser is to know 
viere he stands— clearly. It's as simple as that. 

*I3% larger national nighttime audiences than Network X; 12% larger than Network Y; 
16% larger national daytime audiences than Network X; 91% larger than Network Y; 
85% more national nighttime half-hour "wins" than Network X; 33% more than Network Y; 
17% more national home hours of viewing (Monday through Sunday, 7 am to II pm) 
than Network X; 23% more than Network Y; 

more of the Top 10. Top 20, Top 30 and Top 40 nighttime programs and more of the 
Top 10 and Top 20 daytime programs than the other two networks combined. 
(Audience data Natl Nielsen, I Oct , 60-1 June. '61, AA basis. Evening 6-11 pm. Day. Mon.-Fn., 7 am -6 pm.) 



NEW PRESIDENT of San Diego Asso. of Advertising Agencies, Orva Huff Smith, is "crowned" 
by chapter's 1961 secretary-treasurer Bill Washburn, as outgoing president Lisle Shoemaker 
turns over "gavel," bronzed meat cleaver. Ceremony took place at the group's June meeting 


THE PRETTIEST GIRL, from among 18 representing every corner of North Carolina, was se- 
lected in Charlotte under eye of WSOC, which sponsored statewide "Miss Universe" contest. 
Marie Clyburn, senior at Queens College, Charlotte, will represent her state at Miami finals 

Calavo Growers of California 
(Anderson-McConnell) began a 
ten week spot radio campaign 
using several stations in as many 

The purpose is to educate the pub- 
lic that the "black" skinned summer 
fruit is quite the same as the green 
Fuerte avocado of the winter season. 

This is the same company that a 
time ago taught the public to accept 
the word "avocado." 


• Sheraton Hotels (BBDO) has 

been in 50 markets coast to coast with 
minutes and 20's on tv. The filmed 
commercials covered several aspects 
of the chain's operation and their suc- 
cess has brought about plans for the 
series to continue and expand. 

W. Angus, Jr. to the presidency of 

WRGP-TV, Chattanooga, is a member of 
the Tri-State Radio Club. The hook-up con- 
necting Tennessee, Alabama and Georgia al- 
lows any one of the member stations to bene- 
fit from news over a two-way radio system. 
Shown is Mort Lloyd, WRGP-TV news director 



the Dole in Corp. from sales manager 
and executive v. p. same company . . . 
Paul R. van <ler Stricht to execu- 
tive v.p., Warner-Lambert. 

Thisa 'n* data: Ainpex, Redwood 
City, Cal., will reorganize in order to 
Integrate its two divisions. Instru- 
mentations Products and Video Prod- 


Agency appointments : Devine's 
Remedies to M. M. Fisher, Chicago 
. . . Fotorite to Gourfain-LoefT, Chi- 
cago . . . American Enterprises to 

the Wyman Company, Frisco . . . 
Texaco to B&B for consumer adver- 
tising, from C&W . . . Alberto-Cul- 
ver has given various new products 
to JWT . . . Minit Markets to Cur- 
ran-Morton. Phoenix, Ariz. 

J. Connolly to supervisor of account- 
ing and office manager. FC&B. from 

Controller. KHCC&A . . . Edwin 
Parkin to account executive and gen- 
eral administrative assistant to the 
president at Wertheim Advertising 
from his own agency . . . William 
H. Monaghan to account executive 
at Harold Cabot, Boston . . . John 
Keavey and Hugh McCloy to ac- 
count executives at DDB; Keavey is 
from EWR&R, v.p. and account exec- 
utive, and McCloy is from BBDO, 
account executive . . . Ed Rose to 
v.p. and member of the board, Crea- 
tive Associates, Newark . . . Jim 
Beach to FC&B. Chicago, as broad- 
cast supervisor from v.p. in charge 
of the central division, ABC TV . . . 
Charles D. Budd Barry to head tv 
and radio department at Y&R . . . 
Gerald Bruce to v.p. and director 
of merchandising, Cole, Fischer and 
Rogow from v.p. and creative direc- 
tor at Moss associates . . . Dr. Nor- 
man Young to v.p. and account 
supervisor, Ted Bates . . . Kenneth 
S. Olshan to media research direc- 
tor. DCS&S. 

Joseph L. Scanlan, New York 

manager of Miller. Mackay, Hoek 
and Hartung, Seattle, lias been m 
v.p. of the eastern company . . . 
Stanley DeNisco, manager of tin 
science department of Ted Bates, has 
been elected v.p. . . . Mickey Tren- 
ner, to K&E in charge of t\ -radio 
and commercial production activities, 
from Grey . . . Lowell Farley to 
public relations department of F&S&R 
as account executive from corporate 
public relations at RCA . . . Dean 
L. Burdick, president resigned from 
Burdick and Becker, pharmaceutical 
agency in New York . . . Dorothy 
Adams, account supervisor: Wil- 
liam M. Lewis, broadcast produc- 
tion group head; Thomas T. Mc- 
Guire, media director in New York, 
and Perce C. Beatty, media direc- 
tor in Detroit, all to v.p.'s at Maxon 
. . . With the transfer of the Wesson 
account to Y&R, the following people 
are moving from Fitzgerald to Y&R s 
L.A. office: John Barnetson. Mrs. 

FIRST PERSONAL appearance in the Fort Worth-Dallas area of 
Mary Lynn, "Romper Room" tv school teacher, took place at the 
opening of A. L. Davis Food Store No. 31, in suburban Fort Worth 

CELEBRATING the 34th anniversary of Chicago's Earl Ludgin & 
Co., Ludgin, chairman of board, watches as Marion Meers cuts calte 

SEYMOUR (METAL) SABOR, president of WABC's Out of Space 
Fan Club #77 stops on his New York tour at Ratazzi's to have a 
nip with Betty Taylor of BBDO, a 19-year veteran with the agency 



Jean Hindiaub 
had her soup 

Happy is the day this creative 
lady and her very creative 
cohorts first asked this ques- 
tion for one of BBDO's nicest 

Happy the day, too, that 
BBDO picked WICE to ask 
this question in Providence. 
WICE, you see, is the live 
wire station. Our music and 
news and public service pro- 
grams are the kind people 
listen to hard. Which is prob- 
ably why WICE is first choice 
with food retailers in Prov- 
idence. Also, it's number one 
with shrewd agencies like 
BBDO that have very impor- 
tant questions to ask of Prov- 
idence wives and mothers. 


Representatives: Avery-Knodel 

Hazel Brown, Walter K. Collins. E. 
Lynn Hauldren, H. E. McDonald. 
James J. McMahon, John O'Connell, 
Warren G. Posey. 

Awards: Aylin Advertising, Hous- 
ton, received the most awards in the 
field of 130 competing firms of the 
Sabine area. A total of 352 entries 
were judged under 25 different media 

New agency: SIMA, Inc, 5455 Wil- 
shire Blvd., L.A.. opened its doors 
26 June. Headed by John Russe. the 
agency will be devoted to the export 

Here and there: Arlyn E. Cole, 

president of Cole and Weber. Port- 
land. Ore., was elected president of 
the National Advertising Network at 
its 30th annual management confer- 

New name: Willis/Case/Har- 

wood is the new name for the 43 year 
old firm in Dayton. 0., under the 
name of Hugo Wagenseil and Asso- 
ciates . . . C. R. Stout Advertising, 
Detroit, has changed its name to 
J. F. Trenkle Advertising. 

New quarters: Ben Saekheim, 

New York, will open a west coast 
office in Seattle. 

Stations on the Move 

KDUB-TV, Lubbock, Texas, 
KEDY-TV, Big Spring, and the 
physical assets of KPAR-TV, 
Sweetwater-Abilene, which is op- 
erated under a lease arrangement 
by Texas Key Broadcasters has 
been purchased by the owners of 
KSYD-TV, Wichita Falls, Texas. 
The transaction, in excess of $4- 
million, includes KDUB radio and 
the West Texas Television Network. 
The broker was Hamilton-Landis and 
Associates. Washington. D. C. 


(as of 1 June 1961) 
AM: 3,590 
FM: 871 
TV: 541 

Sold: WAIR AM-FM, Winston- 
Salem, to Holiday Broadcasting, 
Joseph Mullen, Jon and Nancy Holi- 
day, from Forsyth Broadcasting; the 

price: $246,775; brokered by Black- 
burn & Company, Washington. D. C. 
. . . KQBY, San Francisco, to Atlas 
Broadcasting, Patricia and Frank 
Atlas, from Sherwood R. Gordon: the 
price: $750,000; brokered by Edwin 
Tornberg & Company, New York. 
New Identification: WTPA, Har- 
risburg. Pa., won the right to identify 
itself as a Harrisburg-York-Lebanon 



At the BPA's board meeting it 
was reported that membership 
now stands at 392 and will soon 
go up to the goal of 400. 

The brochure and application for 
the associations first annual On The 
Air Promotion Awards have been 
sent out and additional copies may 
be obtained from Dorothy Sanders, 
WLW-D, Dayton, 0. Any am. fm, or 
tv station may enter. 

The Best of BPA, a book composed 
of promotion ideas, is well on its way 
to completion. 

The AAAA held an informal meet- 
ing for the press 28 June. 

The purpose was to give Fred R. 
Gamble, president, a chance to report 
on his recent trip to the 18th meet- 
ing of the International Chamber of 
Commerce in Copenhagen. 

The purpose of his travels also in- 
cluded promotion of the AAAA up- 
coming International meeting next 

Among other subjects discussed was 
Britain's tv tax. Also mentioned was 
his work with Secretary of Commerce 

Public Service in action : WMCA, 

New York, aired announcements 
every night over the Fourth of July 
Holiday related to death on the high- 
ways and the stiff penalties to be paid 
for drunken driving . . . WLS, Chi- 
cago, will feature programs on sub- 
jects of unusual interest produced by 
Loyola University and music pro- 
duced by Wheaton College . . . The 
same station will air a series of doc- 
umentaries called Chicago Portrait 
with Norman Ross as host . . .KHIU- 
TV, Houston, is conducting an on- 
the-air campaign soliciting voter tax 
declarations for a state-wide political 
controversy about the Texas State 
revenue crisis . . . WXYZ-Radio, 
Detroit, along with ABC's other 

sponsor • 10 JULY 1961 

o&o's, is boosting personal appeals 
for a massive public education to use 
automobile seat belts. 

Kudos: WRC-TV, Washington, 
I). C. has won the School Bell Award 
of the National School Public Rela- 
tions Association for ''distinguished 
service in interpretation of educa- 

The Colorado Broadcasters Asso- 
ciation elected Clayton H. Brace 
to the presidency. He is assistant 
to the president, KLZ (AM-TV), 

Other officers elected at their thir- 
teenth annual meeting were: Mason 
Dixon, general mgr.. KFTM, Fort 
Morgan, to v.p.: Bob Martin, KMOR, 
Littleton, to secretarv treasurer. 

TV Stations 

The Palmer Enterprises, which 
owns WHO - AM - TV - FM, Des 
Moines, and WOC-AM-TV-FM, 
Davenport, last week underwent 
a top-level reshuffle. Among the 
moves : 

• Dave Palmer, son of the late 
B. J. Palmer, who founded the sta- 
tions, was elected president and treas- 
urer of all Palmer interests and op- 
erations. He had been vice-president 
and treasurer. 

• Ralph Evans, executive v.p. of 
the enterprises, who had been asso- 
ciated with Dr. Palmer for 36 years, 
resigned as of 30 June 1961. 

• Paul A. Loyet, resident manager 
of the WHO stations, was reelected 
vice-president of the Central Broad- 
casting Co. 


NTA has made the formal an- 
nouncement of the sale of WNTA- 
TV, Newark, N. J., to the National 
Educational Television and Ra- 
dio Center. 

Until the FCC approves the $6.2- 
million sale, the station will continue 
its regular commercial programing 
schedule, at least until the end of 

Tv is the only major media to 
gain in advertising revenues in 
the first half of 1961. 

Norman E. Cash, president of TvB, 

was the author of this statement last 
u eek. 

Cash also noted that all other major 
media show declines in 1961 but that 
tv gross revenues are up 3' ! to 8670- 

In the September 1960 to April 
1W>1 season viewing also went ahead: 
the average U. S. TV home viewed 
five hours thirty-two minutes per day 
compared with five hours twenty- 
seven minutes in the 1959-60, same 

ARB updated its tv set count and 
found an increase of nearly 2 
million tv homes. 

The study also shows an increase 
of one million households. The new 
count indicates changes and shifts in 
population: California had a 1.3 mil- 
lion household population increase 
and a .3 million increase in tv homes; 
Florida has had a 122 thousand 
household rise and a 135 thousand 
rise in tv homes; but New York's 
Manhattan has lost 14 thousand 
households and 200 tv homes. 

RCA Victor will run an extensive 

SPONSOR • 10 JULY 1961 


campaign for color tv. 

The promotion will feature product 
news themes and Walt Disney as a 
personal spokesman. 

Local co-op schedules will be larger 
than last year and will be backed up 
bv a strong national campaign. 

LeRoy Collins, speaking at the 
dedication dinner of WGN's new 
Center, emphasized that broad- 
casting is a free enterprise with 
a public license. 

He said "it has a two way loyalty 
stretch" and must fulfill its responsi- 
bility to both its freedom and social 
and moral responsibility. 

He stressed the need to resist gov- 
ernment intervention but that the 
industry must be self propelled to- 
wards its own improvement. 

George Comte, general manager, 
WTMJ (Radio-TV), told a Ki- 
wanis Club that he thought there 
was a movement underway to dic- 
tate what the public should view 
and hear. 

The Milwaukee station v.p. speak- 
ing to the Kiwanians, said he thought 
a minority was responsible for the 
current criticism. 

Ideas at work: 

• WISN-TV, Milwaukee, for pro- 
motion of the Pate Oil's spot cam- 
paign for its new Enco Gasoline, mim- 
icked the "Emmy" awards and gave 
trophies for an "outstanding tv per- 
formance" to the 213 Pate dealers 
who were featured in the series. 

People On The Move: John T. 
McLean to director of sales develop- 
ment, WDAF (AM-FM-TV), Kansas 
City, Mo., from manager of radio 
promotion and research, same station 

. . . James J. Dunham to account 
executive, WITI-TV, Milwaukee, from 
WTCN-TV, Minneapolis . . . John L. 
Anzalone to local sales manager, 
KNTV, San Jose, Cal., from account 
executive same station . . . Ted Cott, 
v.p. in charge of NTA's broadcast 
division has resigned . . . Saul 
Rosenzweig to v.p. and general man- 
ager, KPLR-TV, St. Louis from v.p. 
and general sales manager at WLOS- 
TV, Asheville, N. C. . . . Martin 
Giaimo to manager, WNEM-TV, 
Flint, Mich. 


Kudos: Charles H. Crutchfield, 

v.p. and general manager of Jefferson 
Standard Broadcasting (WBT-WBTV- 
WBTW) in Charlotte, N. C. has been 
appointed to the advisory committee 
of the 1961 North Carolina Trade 

Kudos: WILX-TV. Jackson, Mich.. 
William J. Hart, general manager, 
was the recipient of a distinguished 
service award from Michigan's Eco- 
nomic Development Commission in 
"recognition of exceptional public 
service broadcasting." 

Thisa 'n' data : Advertisers and agen- 
cies went to a presentation breakfast 
in New Orleans co-sponsored by the 
city's three tv stations, WDSU-TV. 
WVUE, and WWL-TV, and the 
Chamber of Commerce. The presen- 
tation featured the TvB film The 
Progress of Discontent, which deals 
with advertising's effect on the U. S. 

Radio Stations 

The creation of new aggressive 
sales techniques for Canadian ra- 
dio is the function of the newly 
formed Radio Sales Bureau. 

Sponsor's Recognize AIR CHECK SERVICES CORP. 
As Nation's Greatest Aid to Advertising 

Lever Brothers, Procter & Gamble, Colgate-Palmolive, Revlon, Standard 
Oil, General Foods, American Tobacco, Schlitz Breweries, General Motors, 
Purex, Beneficial Finance, and many others are utilizing the fine services 
of a mid-western based firm, Air Check Services Corporation of America, 
as their only reliable source of off-the-air competitive commercials. 
The largest organization of its kind in the world, it offers tape, disc, 
kinescope, videotape, and tv-foto-script recordings, typewritten com- 
mercial transcriptions, and expert monitoring service from any city in 
America, and most of the larger cities of the world. 
General information and orders are accepted through their executive 
offices located at 1743 West Nelson Street, Chicago 13, Illinois. 

Charles C. (Bud) Hoffman will 
head the organization with a first 
year's budget of $200,000. 

Among the objectives are these: 

• to fill a demand for new and 
bold ventures by radio, in the field 
of direct discussion with business and 

• assistance to radio stations' sales 
on the local level. 

• Each member station will be 
able to call on the bureau for ideas 
and to use the resources of a full staff 
of researchers and creative idea men. 

• to serve as a clearing house for 
the exchange of successful sales and 
promotion ideas from member sta- 

Ideas at work: 

• KBIG, Hollywood, before run- 
ning a spot campaign for Chicken 
Delight take-home restaurants of 
L.A., wanted the station personalities 
in the mountain-top studios to have 
a taste. Chicken in the basket was 
dropped by parachute. 

• WFLA, Tampa, Fla., was sur- 
prised when 89 ancient radios came 
in when the station offered a prize 
for the oldest during National Radio 
Month promotion. A 1914 model 
won a new am-fm set for its owner. 

• WMCA, New York, will air 
David Susskind's 26 one-hour Harry 
S. Truman series, in which the former 
president will give a hand in chron- 
icling the events which occurred dur- 
ing his years in office. 

• WAIT, Chicago, has had a com- 
plete turn-over in type of accounts 
using station's facilities. The station 
is 22% ahead of last year in gross 
billings which has been attributed by 
Boyd W. Lawlor, general manager, 
to the new format, the World's Most 
Beautiful Music. 

• WCRB, Boston, has been test- 
ing its fm/multiplex stereophonic 
broadcast equipment prior to filing 
with the FCC for type acceptance. 

Kudos: John D. Gibbs, KQV gen 

eral manager in Pittsburgh has been 
named to represent radio on the new 
ly formed radio and television ad 
visory council for the School of 
Journalism and Communications of 
Point Park Junior College . . . Rob- 
ert Hyland, CBS v.p. and general 
manager of KMOX, St. Louis, has 
been elected first v.p. of the Advertis- 
ing Club of St. Louis . . . William 



10 JULY 1961 

Pilkington, a teacher at Mt. Pleasant 
High School in Providence, was voted 
the most popular teacher in R.I., in 
a contest run by WICE. 


M. Cornell to manager, CFPL- 
Radio, Canada, from program man- 
ager, same station . . . Dave Shan- 
non to sales staffer, CKLW-Radio, 
| Detroit, from WJBK, Detroit . . . 
Asa Stallworth, Jr. to general sales 
manager, WJBF-TV, Augusta, Ga., 
from national sales manager, same 
station . . . James P. Hensley to 
v.p. and general manager KGMS, 
Sacramento, Cal., from a real estate 

Happy retirement: Herbert F. 
Tank, chief transmitter engineer, 
WWJ (AM-FM-TV), Detroit, will re- 
tire after continuous service at the 
stations since 1923. 

Award Winner: Johnny Rose, 

*inger-guitarist-composer, represent- 
ing KBIM, Roswell, New Mexico, won 
the fourth annual talent hunt con- 
ducted by the Keystone Broadcasting 
System for Pet Milk (Gardner, St. 
Louis) . Rose won against six finalists 
who had been chosen from among 
7,000 entrants from all parts of the 


NBC TV will announce within the 
week the appointment of Mort 
Werner to a top-rank post in the 
program department. 

Werner has resigned as head of 
\ &R's tv department as a preliminary 
; tep to the announcement. 
I Also to be disclosed is the place 
hat David Levy will occupy in the 
\BC TV hierarchy. Levy's three- 
.ear contract as No. 1 network pro- 
graming executive has six months to 

Werner had previously been at 
NBC as part of the Pat Weaver pro- 
:raming team. 

*adio sales: CBS Radio sold Bris- 
|0l Meyers, on behalf of Mum, 
. DCS&S) a 24-week contract for five 
>rogram units a week in Art Link- 
etter's House Party and news broad- 
casts ... On the same network, 7-Up 
JWT) has bought a ten week sched- 
ule for participation in newscasts. 


features, and dramatic shows. 

Tv sales : ABC TV has signed Pabst 
and Phillips for American Football 
League games beginning 10 Septem- 
ber for 15 Sundays . . . Chun King 
( BBDO ) will sponsor the hour-long 
comedy and music special The Chun 
King Chow Mein Hour on ABC TV, 
4 February 1962. 

berto H. Cata to special representa- 
tive for Latin America, CBS Televi- 

sion Stations division, from v.p. of 
Television Interamericana 
George A. Vicas to head new \BC 
News European office from producer 
of CBS news programs . . . William 
E. (Bill) Best to assistant din-c 
of information services, CBS Radio, 
Hollywood, from bureau manager of 
United Press International . . . Ar- 
thur Wittum to director of Infor- 
mation Services, CBS Radio. Holly- 
wood, from advertising and sales pro- 
motion for KNX and CBS Radio 
Pacific Network. 


1st in America 

Sundays 8:00 — 9:30 A.M in 


with 63,500 Homes Delivered} 

This locally-produced show is live 
throughout, and has as M.C. Bob 
Poole, best-known broadcast per- 
sonality in the western Carolinas. 
It features many of the most-liked 
gospel singing quartets in the 
Southeast. From 8:00 to 9:30 A.M. 
on Sundays, WFBC-TV delivers the 
largest adult audience in the U.S.f 

■fA.R.B. March, 1961 


"The Giant of 
Southern Ski.-: 

WFBC-TV Delivers A Larger South Carolina 
Audience Than Any Other Stationf 

Contact the Station or Avery-Knodel 

for information, availabilities and assistance. 


10 JULY 1961 


Harrington. Righter & Parsoii9 
got a full view of the operations 
at WCKT, Miami, on videotape. 

The stations new rep sent the 45- 
minute tape to all its offices. 

The tape included interviews with 
WCKT's staff as well as tours of the 
plant, the market area, and policies. 

Storer Television Sales opens 
four regional offices, in addition 
to New York and Chicago. 

New offices are: Atlanta, Detroit. 
Los Angeles, and San Francisco. 

Rep appointments: KETV, Oma- 
ha, to Harrington, Righter and Par- 
sons as of 1 August . . . WHTN-TV, 
Huntington - Charleston, W. Va., 
WUSN-TV, Charleston, S. C; 
KBAK-TV, Bakersfield, Cal., all 
property of Reeves Broadcasting; and 
WKOW-TV, Madison, Wis., of Mid- 
continent Broadcasting, all to Young- 


The new series Showdown which 
will be telecast Fridays, 7:30 to 
8 p.m., was the first program 






Col. B L Pilmei 


R»lph Eva 

Wm. D 




This is the PLUS factor that makes 

WOC-TV more exciting — more 

interesting — more effective than the 

competition. Yes, more local 

programming for homemakers, 

for sports fans, for youngsters . . . 

all this in addition to NBC, 

top ABC shows and the best of the 

syndicated shows. 

These are the people that buy 

products in the nation's 47th TV 

market. More than 2 billion dollars 

in retail sales ring on the 

retailer's cash register. Over 438,000 

TV homes are within the 42 

counties of WOC-TV's coverage area. 

And to help you get the maximum 

number of these dollars WOC-TV 

specializes in effectively co-ordinating 

and merchandising your buy at 

every level — the broker, wholesaler, 

direct salesman, key buyer as well as 

the retail outlet. 

Your PGW Colonel has all the facts, 

figures and other data as well as 

day by day availabilities. 

See him today. 

bought by the new Canadian net- 
work, CTV. 

This is the first of an assortment of 
new properties planned for Canadian 
production by Screen Gems. 

WGN-TV, Chicago, and five other 
tv stations have purchased MCA 
TV's four off-network programs. 

The one-hour shows are: Overland 
Trails, Suspicion, River Boat, and 
Cimarron City. 

The purchasers, in addition to 
WGN-TV, include: WHP-TV, Har- I 
risburg; WLBZ-TV, Bangor; KXGO- 
TV, Fargo; WEHT, Evansville; and 
KSYD-TV, Wichita Falls. 

ZIV-UA's Ripcord climbs to 94 as 
Standard Oil and Savannah Sug- 
ar add markets. 

The latest Savannah markets are: 
WTVM, Columbus, Ga.; and WSOC- 
TV, Charlotte, with Rural Electric 
Association joining Savannah in 
Charlotte. The new Standard Oil of 
Texas outlets are: KGGN-TV, Ah 
buquerque; KGNC-TV, Amarillo; 
KMID-TV, Midland; KRBZ-TV, Abi- 
lene; KSWS-TV, Roswell; KSYD-TV, 
Wichita Falls. 

In addition, Supr-Valu stores 
bought the show from KROC-TV, 
Rochester, Minn. 

ZIV-UA made its second proper- 
ty acquisition in a fortnight when 
it bought the tv rights to the vera 
caspary Laura. 

This is the book used for the hit 
20th Century Film adaptation of 1944 
starring Dana Andrews, Gene Tier- 
ney, and Clifton Webb. 

Elliot, Unger & Elliot, commer 
cial production division of Screen 
Gems has been expanding facili 
ties and personnel on both coasts. 

This is the result of the firm's get- 
ting into production of industrial and 
business films. 

ITC began production of the Jo 
Stafford Show specials. 

The series of thirteen full hour va 
riety shows began production 29 
June at TeleVision Ltd.'s Elstree Tele 
center in England. 

Peter Sellers is the first guest star 
and will be followed by such notables 
as Ella Fitzgerald, Claire Bloom, Ken 
neth Moore, etc. W 



10 JULY 1961 

Tv and radio 


Robert E. Mitchell has been appointed 
general sales manager, WGBS, the Storer 
station in Miami. A former member of 
the eastern sales staff of American Drug- 
gist magazine, he came to Miami in 1956 
to join the sales staff of WINZ. From that 
position he moved up to general sales man- 
ager of that station in 1958 and in the 
summer of that year became v.p. and gen- 
manager. At WGBS, Mitchell's primary responsibility will be 
direction and development of all sales and sales programs. 

Louis Wolf son, v.p. of Wometco Enter- 
prises, Miami, has been made director of 
the broadcast interests of the company. He 
will serve as liaison between the various 
Wometco broadcast interests and all radio 
and television executives of the company 
have been instructed to report to the Wo- 
metco board of directors and the president 
through him. The organization's stations 
include: WTVJ, Miami; WLOS (AM-FM-TV), Greenville; 
TV, Jacksonville, and KVOS-TV, Bellingham-Vancouver. 


Lee Fondren, station manager. KLZ, Den- 
ver, has been elected president of the Ad- 
vertising Association of the West. He is 
also v.p. of the Advertising Federation of 
America. Aside from three years in the 
Army, Fondren has spent his 20 years with 
KLZ as promotion manager and national 
sales manager — in addition to his present 
post which includes director of sales. In his 
Work with the associations he created "National Advertising Week." 

Naomi Andrews has been made director 
of advertising for CBS Radio. Mrs. An- 
drews has been network copy chief in the 
sales promotion and advertising depart- 
ment since 1956 . In her new post she will 
direct the network's agency, Sudler and 
Hennessey, in the creation of consumer and 
trade press advertising. She will also be in 
charge of direct mail campaigns and other 
related efforts. She joined CBS TV in 1948 as manager of sales 
promotion services and has handled various related assignments. 

Review, please, 
the latest 
accepted survey 
of y our choice: 

ANY or ALL! 

The unbelievable Family 
audience in the 
Louisville Metro Area 
belongs to VYKLO 

Need we say more? 

Call Bill Spencer 

robert e. 
eastman * co., i 

Other Air Trails Stations: 
WING, Dayton, 0. 
WCOL, Columbus, 0. 
WIZE, Springfield, 0. 
WEZE, Boston, Mass. 


10 JULY 1961 


frank talk to buyers of 
air media facilities 

The seller's viewpoint 

In reply to the "rhetorical rockets" fired at the broadcast media in recent 
weeks, Robert Mortenson, executive v.p.-general manager of WIIC-TV, 
Pittsburgh, addresses himself to the efforts made by many stations to further 
community progress. He calls on agencies to look beyond ratings to the 
"CP" or community prestige quotient of the stations. According to Morten- 
son, the good ivill built through participation in community affairs is equally 
as saleable a commodity as "the various types of programs that come and 
go in regular cycles." For proof, he points to added sponsor business. 

How important is the "Community Image"? 

■ or the past few months the various phases of the broad- 
cast media have been the targets for ail sorts of rhetorical 
rockets from the general public and the press. 

The rockets have been indifferent of their targets, brack- 
eting tv stations, network and advertising agencies with 
reckless abandon. In one particular area I feel that much 
of the criticism is unjustified, arid it's an area which ad 
agencies might wish to pursue for their own benefit. 

I'm speaking of the "Community Image" that is part 
and parcel of a station's operation "in the public interest." 
It is an area in which many stations spend a great deal 
of time and effort to become a vital part of the com- 
munity they serve: i.e., hospitals, civic groups, etc. 

Yet, this concept of public acceptance and prestige, once 
developed, has little or no meaning to an agency time 
buyer who. either through overwork, laziness or plain 
indifference, totes up the sum and substajnce of a station's 
standing in the community by cold rating statistics. 

This method of selection lends itself to exactly the type 
of sharpshooting to which the industry is subjected. 

If a station spends hundreds of thousands of dollars 
ajinually to improve its relations with its community, pro- 
viding special programing, special community events, 
special public affairs series, and in doing so builds up a 
loyal audience and following in the community, it stands 
to reason that this good will is as saleable a commodity 
as the various types of programs it shows. 

I feel that many agencies are missing a solid bet in not 
taking into consideration the "CP" (Community Prestige) 
quotient of stations in the various markets. In the normal 
routines of the business world the "good will" standing of 
any business concern is of ultmost interest to any prospec- 
tive buyer. Why it does not have similar standing as a 
plus for an advertiser's product over a well respected and 
well received tv station is beyond me. 

During the past several months, WIIC-TV, has run a 

series of community specials designed not just to promote 
the station and its programs, but to provide an economic 
lift for several of the smaller communities in and around 
the Pittsburgh area. These were promotions that tied-in 
with the local merchants and local business associations in 
suburban areas of Pittsburgh. It built up traffic that had 
never been seen in some of the stores. In one instance a 
small shop owner said "The WIIC-TV promotion has in- 
creased my business more than I could have ever hoped 
for. People who never knew my shop existed were down- 
town, came into look around and became customers." 

In each of these areas, in Shadyside, Brookline and 
Carnegie and others, all outlying areas, the Chambers of 
Commerce and the Businessmen's organizations have in- 
dicated their gratitude for helping cement relations and 
maintain the business standards of their various local 
areas. They have also earned station WIIC-TV and its staff 
who worked on each of these community promotions a 
depth of community recognition that is hard to reckon in 
dollars, cents or rating points. 

But this is only a part of the total coverage of our idea 
of community relations, special programing, special 
public affairs offerings, the normal and continuing com- 
munity, charitable and civic work make up a large part 
of what has built a sound image for WIIC-TV. 

It is in this area I think that agencies could develop a 
sense of value and understanding of a station's "CP 
standard and if this type of rating were combined with the 
numerical ratings, so dear to the hearts of the figure fil- 
berts, agencies for the most part would find a great deal 
of their problems of moving the client's merchandise, their 
"raison d'etre," would be solved minus slide rule. 

They would also find that the community image that 
stations spend so much effort building would rub off on 
them and on the products of their clients. ^ 



10 JULY 1961 

daddy — what's merchandising? 

You — a veteran advertising man — have to hem and haw and beat around the bush 
before you answer a child's simple question? Maybe you've been in show business too long, 
and too long away from what you got into advertising for — to sell goods. 

Merchandising is all those things you can do with your advertising in addition to run- 
ning it. Using it to stimulate your sales force — adapting it as direct mail to lists of special 
customers — promoting it to dealers and wholesalers — exploiting it — publicizing it — mak- 
ing sure the people who are supposed to see it do see it, and do something about it when 
they see it. 


When you advertise in SPORTS ILLUSTRATED, the merchandising ideas and assistance 
you get makes those dollars you spend the hardest-working dollars in your whole ad budget. 
Sport is the most merchandisable subject since the invention of the pretty girl. And a lot 
easier to handle. 

You could have three sales contest winners play golf for a day in a foursome with an 
Open or a Masters champion. You could put on a sports exhibit featuring Olympic gold- 
medal winners in swimming, diving, track and field. You could send out a series of folder 
reprints, each with a letter from a nationally-known star in a different sport. You could have 
a whole ball team speak, sign autographs, and spread good cheer at a father-and-son dinner. 

SPORTS ILLUSTRATED advertisers have already done all these things, and far more 
besides. The cost, far less than you'd expect. (Just like the cost of SPORTS ILLUSTRATED 
— 17 black-and-white pages reaching 950,000 high-income families, for #100,000. No, not 
#100,000 a page! #100,000 for the whole 17.) Sports Illustrated- L. L. Callaway, Jr., 
Advertising Director, Time and Life Building, N. Y. 20. 

SPONSOR • 10 JULY 1961 73 


An exceptional article 

The lead article in the 1 July issue of The Saturday Eve- 
ning Post is the kind of vigorous, positive, public relations 
effort which, unfortunately is all too rare in the television 

Titled "What Do You Want From Tv?" it is a construc- 
tive and confident defense of free commercial television by 
NBC Board Chairman Robert W. Sarnoff. In sponsor's 
opinion, it is the best tv article which has appeared in any 
large-circulation publication in many years. 

Mr. Sarnoff is frank to admit "I can't give a blanket en- 
dorsement to everything on tv," but he explains in graphic 
detail just how NBC, CBS and ABC endeavor to achieve a 
goal of balanced programing, and the many commercial and 
social problems involved in serving the total public. 

Most importantly, "What Do You Want from Tv?" gives 
a picture of the kind of man who runs one of our three great 
networks, and of his own likes, dislikes, and goals. 

All in all, the Post article should do a great deal to de- 
stroy the vicious picture so often conjured up by tv critics or 
a medium that is dominated by selfish, ignorant, unprinci- 
pled individuals. 

We salute Robert Sarnoff for doing a great job for the en- 
tire television industry. 

But at the same time, we can't help pointing out that tv 
needs many more articles of this kind, and far more wide- 
spread public understanding of its role, its functions, its peo- 
ple and its philosophies. 

No problem facing Governor LeRoy Collins in his post at 
the NAB is more urgent, and more compelling, than the need 
to step up, broaden, and intensify the industry's public rela- 
tions effort. 

The TIO, in sponsor's opinion, has been doing a superb 
job within the areas in which it is designed to operate, espe- 
cially, with educators, women's groups, and in the stimula- 
tion of local public relations work by its own station members. 

But the TIO is admittedly limited, both by funds and by its 
own policy directives. The industry needs even broader pub- 
lic relations efforts, as the Sarnoff article clearly illustrates. 


One-time, 90-minute special: The 

research v.p. at an agency with heavy 
broadcast billings had been baffling 
his colleagues by disappearing for 
an hour every afternoon. Regardless 
of what was going on, come 3 p.m. 
and off he d go without a word. 

A couple of timebuyers with whom 
he worked closely fought a losing 
battle with their curiosity and one 
day they followed him. 

Maintaining a safe distance, they 
tailed their leader down into the 
bowels of the sub-sub basement, far 
below Madison Ave.'s bustle. He was 
barely visible, lurching along dimly 
lit corridors between high-piled car- 
tons of old inter-office memos, story- 
boards, and quiz questions. 

A blank, stone wall loomed, up 
ahead, and while the observers kept 
their distance, the media wizard la- 
boriously extracted a large, loose 
stone from the wall and out of the 
cavity he produced an iron box. 

He proceeded to unlock that box, 
lifted out a silver box, unlocked it, 
removed a small gold box which he 
in turn unlocked. From it took a 
dog-eared piece of paper, which he 
held close to his eyes, squinting in 
the half-light to read its contents. 

After a few moments of apparently 
intense concentration, the v.p. re- 
turned the paper to the gold box, the 
gold box to the silver box, the silver 
box to the iron box, the iron box to 
the wall, and replaced the stone. 

Flabbergasted by the ceremony, 
the media juniors made their way 
back to the surface. They vowed to 
find out the contents of that paper. 

A few days later, during the noon 
hour, one of them noticed that the 
v.p. had gone off for a Vic Tanney 
swim, leaving the keys on his desk. 
This was the break they had waited 
for. He grabbed his colleague and 
they were off to the lower depths. 

Running all the way, they reached 
the wall, wrestled with the loose 
stone, and dropped the iron box td 
the floor with a resounding clang. 
There was a jangle of kevs. Out came 
the silver box, followed by the gold 
box. Out came the paper which they 
gripped in shaking fingers, straining 
to make out its text: 

Nielsen uses meters. 

ARB uses diaries. 



10 JULY 1961 


BUT... WKZO Radio "Feeds" The Largest Audience 

In Kalamazoo -Battle Creek And Greater Western Michigan! 



6 A.M. - 12 NOON 
12 NOON -6 P.M. 
6 P.M. - 12 MIDNIGHT 


Station "B" 







Station "C 

sfc Largest cheese ever made was 13 ft. in 
circumference, weighing 1,474 lbs., in 1849. 

Survey after survey has proved that WKZO Radio 
consistently keeps your sales message before the largest 
listening audience in Kalamazoo-Battle Creek and 
Greater Western Michigan. 

For example, Pulse (see left) gives WKZO Radio an 
average of 73% more listeners than Station 'B' during 
360 quarter hours surveyed, 6 a.m. -Midnight, Monday 
through Friday. 

WKZO Radio gives you effective coverage of one of 
America's fastest growing markets in the areas of 
personal income and retail sales. Get all the facts on 
WKZO Radio — the leadership station in Greater Western 
Michigan — from Avery-Knodel. 

Me @>efaeb SMaikmb 




Avery-Knodel, Inc., Exclusive National Representatives 




"Yankee Doodle Time" developed by WGR-TV brings a new department store format to TV programming. This exclusi , 
live, in-store promotion is a daily feature that has sold Buffalo's most active merchandiser — Adam, Meldrum & Anders 1 
Company — on the continual use of Buffalo's most active station, WGR-TV. To sell Buffalo, get active with WGR-T 



WROC-FM, WROC-TV, Rochester, N. Y. • KERO-TV, Bakersfield, Calif. --^ __ -, 
WGR-AM, WGR-FM, WGR-TV, Buffalo, N.Y. • KFMB-AM, KFMB-FM, ^wirdYp«ry»Yc»,iiK 
KFMB-TV, San Diego, Calif. • WNEP-TV, Scranton-Wilkes-Barre, Penn. Th ^^s!^W^ 
WDAF-TV, WDAF-AM, Kansas City, Mo. 

17 JULY 1961 
40« • copy* %B m ymr 



Book-ny-Book, one of the 3 
highest-rated CBS Stations 
(share-of -audience) 
in 3-Station markets 


W ^Vmrf o{ J[iih aid }(omy 


dr i : Evans. Gen 

eral Manager • Represented by H-R Television. Inc. 


Tv tape, that is — the 
current status and past 
growth of this amazing 
video tool 

Page 29 

Recipe for 
creative radio 
and top ratings 

Page 32 

That hot day 
that N.Y. tv 
went Commercial 

Page 34 

Volvo bounces 
back in sales 
with radio 

Page 39 

The Cost of Freedom — One of a Series 

Their Christ 


Their Gospels . . . COMMUNIST MANI 

The godlessness of communism is chillingly plain. So 
what's the point? Simply that they compete with us in 
selling morality of government to the world. The danger 
is that we may not understand their concept of morality 
. . . and thus expect them to apply our concept of morality 
to their actions. 

Here is the '"morality" that faces us. 

"We, of course, say that we do not believe in God . . . We 
say that our morality is entirely subordinated to the inter- 
ests of the class struggle." • * * 

• • • "When people talk to us about morality we say: 
For the Communist, morality consists entirely of compact 
united discipline and conscious mass struggle against the 
exploiters. We do not believe in eternal morality, and we 
expose all the fables about morality ..." 

—Selected Works, V. I. Lenin, Vol. IX, pages 475 and 478. 
Published by Cooperative Publishing Society, Moscow, 1935. 

Only through knowing the hard-core of communism, 
factually documented, will we be able to understand it, 
and take steps not just to contain it, but to offer something 
better to the world: Freedom. 

We believe this "sales campaign" should begin at home. 
It's not enough to know what we are against. We must 
know why. 

This series of advertisements coincides with prime time 
announcements on WKY Radio and Television — telling 
more facts about communism. 

Prime Communicators to 1Vi Million Oklahomans 





The WKY Television System, Inc. WTVT, Tampa- 

St. Petersburg, Fla. Represented by the Katz Agency 






Seven time buyers for Agency X work together in one big room, 
their desks arranged as pictured. In the interest of efficiency*, 
they request partitioning to separate each desk. But due to high 
overhead the agency can afford only three straight walls. 

The time buyers found a way to draw three straight lines on the 
floorplan so that each desk is completely separated from the 
others. Send us their solution (on this page if you wish) and win 
a copy of Dudeney's "Amusements in Mathematics" — Dover 
Publications, Inc., N. Y. (If you've already won it, say so in your 
entry and we'll send you a different prize.) 

* In the interest of efficiency (i.e., reaching the largest audience), time 
buyers pick WMAL-TV in the Washington market. It's first, 6 P.M. to 
Midnight, all week long. 



Washington, D. C. 
An Evening Star Station, represented by H-R Television. Inc. 

iliated with WMAL and WMAL-FM, Washington, D. C; WSVA-TV and WSVA, Harrisonburg, Va. 
ponsor • 17 JULY 1961 3 



T. R. Effic! 

it at a VvTRF-TV sales meet- 
ing: "What do ! consider a 
super salesman? A guy who 
can sell American radios in 

wtrf-tv Wheeling 

SONG OF THE MOTH: "You Came To Me Out 
Of Mohair" or the missile era song: "The 
Last Time I Saw Polaris" 

Wheeling wtrf-tv 

RHYME: Kathy was a skating champ, on ice 
she loved to frisk. Now wasn't Kathy very 
brave, her little *? 

wtrf-tv Wheeling 

A YOUNG MAN walked into a car dealer's 
showroom and was taken aback by the sug- 
gested price of a compact car. "But that's 
almost the cost of a big car," he exclaimed. 
"Well," said the salesman, "If you ^want 
economy, you got to pay for it, mister!" 

Wheeling wtrf-tv 

on the face of a girl with a forty-inch bust. 

wtrf-tv Wheeling 

MORE suggestions came in for the TV Critic 
depicted as Malice in Wonderland in the 
WTReffigy ADworld Series . . . especially 
liked Drear Blabby, Ali Babel and Atomic 
Penergy. (Thanks to M. Phillips of Roseville, 

Wheeling wtrf-tv 
OUR NATIONAL REP George P. Hollingbery 
will be glad to give you the WTRF-TV story 
and show you why your next spot schedule 
should be beamed to the big TV audience in 
the Ohio Valley dominated by WTRF-TV from 








in number of TV homes per quarter 
hour, 9 AM to Midnight, than the 
other Columbus station!* 

STATION . . . 

leading in more quarter hours, 7:30 
PM- 1 1 :00 PM, Monday through Fri- 
day; 6:00-11:00 PM, Sat.; and 6:30 
to 11:00 PM Sun.* 
"(MARCH '61 ARB) 

Call The Man 
From Young TV! 



© Vol. 15, No. 29 

17 JULY 1961 




Look ma — only 4 years old! 

29 sponsor takes a look at present-day television tape, now a strapping 
four-year-old broadcasting aid in preparing programs and spots 

Recipe for creative radio and top ratings: Part one 

32 Veteran Elmo Ellis of WSB, Atlanta, tells how unorthodox creative ap- 
proach to radio programing can pay off big dividends for broadcasters 

The hot afternoon that N. Y. tv went commercial 

34 Twenty years ago this month commercial television became a reality with 
the NBC flagship station's No. 1 rate card arriving on Madison Avenue 

Inside rundown on 6 trade groups 

36 How NAB, TvB, RAB, BMI, SRA operate, who their major officers are, 
how they are financed, how they spend their monies, who members are 

Volvo bounces back with radio 

39 Volvo, an air media pioneer, and Sweden's entry in small car mart here, 
recovering fast from U. S. compacts competition via new radio campaign 

Where are they? 

41 Stop wondering — find out for sure what your radio station I.Q. is. 
sponsor has a quiz all set up for you and a score of 30 puts you on top 

NEWS: Sponsor- Week 7, Sponsor-Scope 21, Spot Buys 48, Sponsor- 
Week Wrap-Up 54, Washington Week 57, Film-Scope 58, Sponsor Hears 60, j 
Tv and Radio Newsmakers 66 

DEPARTMENTS: Commercial Commentary 14, 49th and! 
iMadison 18, Sponsor Asks 42, Reps at Work 44, Radio Basics 46, Seller's! 
Viewpoint 67, Sponsor Speaks 68, Ten-Second Spots 68 

Officers: editor and publisher, Norman R. Glenn; executive vice presi-. 
dent, Bernard Piatt: vice president and assistant publisher, Arnold Alpert; 
secretary-treasurer, Elaine Couper Glenn. 

Editorial: executive editor, John E. McMillin; news editor, Ben Bodec;\ 
managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest editor. 
Gwen Smart; assistant news editor, Heyward Ehrlich; associate editors, Jack 
Lindrup, Ben Seff, Ruth Schlanger, Diane S. Sokolow, Lauren Libow; colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Phyllis Triebi 
editorial research, Carole Ferster. 

Advertising: assistant sales manager, Willard Dougherty; southern man 
ager, Herbert M. Martin, Jr.; midwest manager, Paul Blair; western manager 
George G. Dietrich, Jr.; sales service/production, Lou Chapman (manager); 
Shirley S. Allison, Barbara Parkinson. 

Circulation: Jack Rayman, Kathryn O'Connell, Phyllis J. Davis; Readers 
Service, Gail Rubenstein. 

Administrative: office manager, Fred Levine; George Becker, Michael 
Crocco, Syd Guttman, Irene Sulzbach, Geraldine Daych, Jo Ganci, Manwh 
Santalla, Andrea Shuman. 

Member of Business Publications 
Audit of Circulations Inc. 


© 1961 SPONSOR Publications Inc 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial. Circulation, an 
Advertising Offices: 40 E. 49th St., New York 17, Murray Hill 8-2772 Chicago Office: 61 
N. Michigan Av. (11). SUperior 7-9863. Birmingham Office: 3617 8th Ave So.. FAairfa 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28), Hollywood 4 8089. Printing Office 
3110 Elm Av.. Baltimore 11, Md. Subscriptions: U. S. $8 a vear. Canada $9 a year. Othc 
countries $11 a year. Single copies 40«. Printed U.S.A. Published weekly. 2nd clas 
postage paid at Baltimore, Md. 


17 july 196: 



Says Jack Tipton: 

Manager and Director of Sales, 
KLZ-TV, Denver, Colo. 

"We bought Seven Arts' 
Vol. I and II, because, 

for six consecutive years we stayed away from 
feature film programming. But... 


"Films of the 50's" will premiere in September 
on KLZ-TV's new Mon.-Sat. feature time slot, 
"THE 10:30 MOVIE" 


'The best pictures we could buy before Seven Arts' feature 
films were available did not match our high standards of 
TV entertainment. But the Seven Arts releases, both 
Volumes, have such a wholesome, all-family appeal, we 
simply had to bring them to Denver's viewers. We know 
they will help KLZ-TV continue to gather the largest share 
of this market's viewers." 

Warner's Films of the 50's... 
Money makers of the 60's 





Motion Pictures — "Gigot". starring Jackie Gleason. now shooting in Pans.. . 

Gene Kelly directing. . . 

Theatre— "Gone with the Wind" in preparation... 

Television — Distribution of films for TV., Warner's "Films of the 50's" . 

Literary Properties — "Romancero" by Jacques Deval . . 

Real Estate— The Riviera of the Caribbean, Grand Bahama, in construction 

NEW YORK: 270 Park Avenue 

YUkon 6-1717 

CHICAGO: 8922-D N. La Crosse, Skokie, II 

1. ORchard 4-5105 

DALLAS: 5641 Charlestown Drive 

ADams 9-2855 

BEVERLY HILLS: 232 So. Reeves Drive 

GRanite 6-1564 

For list of TV stations programming Warner Bros. "Films of 
the 50's" see Third Cover SRDS (Spot TV Rates and Data) 


Public service 

in step with the times 

Television is seen and heard in every type of American 
home. These homes include children and adults 
of all ages, embrace all races and all varieties of 
religious faith, and reach those of every educational 
background. It is the responsibility of television to bear 
constantly in mind that the audience is primarily a 
home audience, and consequently that television's 
relationship to the viewers is that between guest and h ost. [ 

Representat/Ve: The MEEKER COMPANY, Inc. New York • 


Through the years, machines have been re- 
designed and improved to render more efficient 
service to users. Similarly, WGAL-TV, alert 
to its responsibilities, has kept pace with the 
times in order to fulfill the current needs 
of the many communities it serves. 

Lancaster, Pa. • NBC and CBS 

Clair McCollough, Pres. 

Chicago • Los Angeles • San Francisco 

SPONSOR • 17 JULY 196 


Latest tv and 
radio developments of 
the week, briefed 
for busy readers 

17 July 1961 



ABC TV starts ball rolling toward improved daytime 
programing with Ernie Ford; CBS TV also uplevelling 

The rehabilitation of tv network 
daytime programing is apparently on 
the way. 
The first big stroke in that direc- 
tion, which 
will probably 
cause a lot of 
among agen- 
cy people, is 
ABC TV's to 
bring back 
Giraud Chester Tennessee Er- 
nie Ford to the daytime viewers in 
1962, announced Giraud Chester, 
ABC TV daytime programing v.p. 

Meantime there's a mass of activ- 
ity in the CBS TV daytime camp with 
regard to upgrading that network's 
daytime schedule for the fall, with 
both William Paley and Frank Stan- 
ton said to be deeply involved in the 

Another interesting angle re the 
CBS TV daytime situation: among 
the things that the network's affili- 
ate board will be told at today's 
meeting in New York are the 
changes contemplated in the day- 
time program schedule. 

The package that Ernie Ford will 
provide ABC TV will be five half- 
hours live, with the format pretty 
much along the relaxed patter and 
musical lines which featured him on 
NBC TV daytime before he went to 
work for Ford Motor Co. 

In the area of ABC TV two reports 
were circulating on Madison Avenue 
last week. They were (1) the net- 
work was further curtailing its day- 
time schedule; (2) the American 
Bandstand may be dropped alto- 
gether by year's end. The cutback 
report was vigorously denied. 

Ernie Ford's daytime ABC TV show 
will probably originate from KGO- 
TV, San Francisco. The star lives 
near the ABC o&o. Producer is to 
be Betford Corporation. Time slot is 
not yet disclosed. 

Network daytime programing has 
been getting the askance look from 
agency buyers lately and has come 
in for more than its share of criti- 


National spot radio billings for the 
first quarter of 1961 were down 7.9% 
from the previous year, according to 
Price Waterhouse computations pre- 
pared for SRA. 

The 1961 first quarter figure was 
$40.3 million, compared to $43.8 mil- 
lion estimated in 1960. 

However, a strong improvement in 
second quarter 1961 billings is noted, 
and the first half of the year may 
exceed 1960, stated SRA managing 
director Lawrence Webb. 

All these figures are estimates; 
official FCC figures for 1960 won't 
be out until later this year. 

ABC TV's daytime lag 

In daytime audience aver- 
ages, NBC TV has a small lead 
over CBS TV and a large one 
over ABC TV, according to the 
June II Nielsen National report. 

NBC TV's average was 6.7%, 
compared to CBS TV's 6.6% 
and ABC TV's 4.1%. In mil- 
lions of homes this averaged to 
3.2, 3.1, and 1.9 for the three 
networks. In shares, NBC TV 
has 34.4%, CBS TV 33.2';. 
and ABC TV 18.7%. 

The NTI figures cover 10 
a.m. to 1 p.m. and 2 to 5 p.m., 
Monday through Friday. 

Bulova buys NBC TV for 
$0.9 mil. Christmas push 

Bulova is spending its Christmas 
promotion money this year by way of 
the spot carrier route on NBC TV. 

It's buying 35 minutes to be run 
off during November and December. 
The scatter plans involve five eve- 
ning shows. The bill: $850-900,000. 

SSC&B is the agency. 

Pat Weaver to head M-E unit 

Sylvester L. Weaver has been ap- 
pointed president of M-E Produc- 
tions, the radio/ tv division of Inter- 

Two high level McCann-Erickson 
executives have resigned: ex-chair- 
man C. Terence Cline, and ex-presi- 
dent Jack L. VanVolkenburg. 

Annual broadcast billings of M-E 
Productions, which Weaver now 
heads, are $100 million. 


17 july 1961 

17 July 1961/SP0NS0R-WEEK 


WMCA, New York, won the latest 
judicial round in its expedition into 
New York State politics. 

WMCA had brought a suit on be- 
half of New York City charging that 
the State Legislature deprived the 
city of representation unconstitu- 

This week federal judge Hon. 
Richard H. Levet denied a motion 
for dismissal of WMCA's complaint 
which had been made by state attor- 
ney-general Louis Lefkowitz, defend- 
ant in the WMCA action. 

News effective for Texaco 

The Huntley-Brinkley Report is an 
effective tv property for Texaco, ac- 
cording to an NBC Research report 
of viewer attitudes. 

The show is enjoying a higher 
share, is reaching more homes-per- 
minute, and has the highest "Q" 
score of all current tv shows in all 
1961 TvQ studies. 

Viewers were more aware of Tex- 
aco's name than non-viewers, 50% 
to 39%. More viewers could identify 
the company trademark, and more 
were usual users of the Texaco 
brand than non-viewers were, the 
latter by 13% to 7%. 

Regular viewers also had a more 
favorable opinion of the brand, 39% 
to 22%. 

The study was conducted by R. H. 
Bruskin Associates nationwide bi- 
monthly AIM study of March 1961. 
Results were based on interviews 
with 2,657 adults. 


NBC TV led the two other net- 
works in gross billings in April 1961, 
according the LNA/BAR figures just 

So far NBC TV has led in all re- 
ports in 1961 and has led in seven 
of eight monthly reports since the 
1960-61 season began. 

Prior to October 1960 CBS TV led 
each month for seven years. All of 
which led NBC TV v.p. Walter Scott 
to predict, in words reminiscent of a 
rival's former claim, "By the end of 
1961 NBC TV will be the world's 
largest advertising medium." 

In the April reports NBC TV 
showed a daytime climb of $2.1 mil- 
lion over a year ago, while CBS TV 
suffered a drop. 

D-F-S elects Wham, Stack 

Dancer - Fitzgerald - Sample has 
elected two new v.p.'s, David Wham 
and John Stack. 

Both Wham and Stack are account 
executives in the New York office. 


Knox Reeves of Minneapolis and 
Fitzgerald Advertising of New Or- 
leans have become affiliated. 

In New Orleans only the name of 
the new firm will be changed. It 
will become Knox Reeves-Fitzgerald. 

Roy M. Schwarz, in charge of the 
New Orleans office, and E. W. Rector 
Wooten, executive art director there, 
have been named v.p.'s of Knox 
Reeves. Joseph L. Killeen will be 
chairman of the executive commit- 
tee of the New Orleans office. 

Total personnel for the combined 
operation is estimated at 150. 

Hints given on film savings 

(Grand Rapids): Tips on how to 
hold down film production costs 
were given by Ruth L. Ratny, crea- 
tive v.p. of Fred Niles, to the Grand 
Rapids Advertising Club last week. 

Save by shooting more than om 
film at a time. 

Trust your producer's experience 
in suggested storyboard changes. 

Agree upon changes before — not 
after — production starts. Avoid sync 
shooting, if possible, and use a| 
voice-over announcer. 

Avoid unpredictables like kids, 
smoke, water, and dogs. Don't try 
to dazzle with opticals. 


Several more of the local sales managers for the new 
ABC TV National Station Sales unit were named this week. 

Richard Beesemyer, sales manager of KNXT, Los Angeles, 
a CBS o&o, is leaving that post to become Los Angeles man- 
ager of the new ABC TV unit 31 July. 

James R. Osborn, general sales manager of KXTV, Sacra- 
mento, has been named ABC TV National Station Sales 
manager in San Francisco. 

Previously appointed as central division head in Chicago 
was D. Thomas Miller. 

Richard Beesemyer 

James R. Osborn 


17 JULY 19f 

a statement of 


(Television in Western New England) 
by William L Putnam 


First off I don't feel any responsibility to the 
Federal Communication Commission except to 
abide by the law of the land. Lest this may 
sound like some horrible form of heresy, I 
should point out that the Commission in all its 
various doctrines and pronouncements com- 
mends such an attitude. We regret very much 
that the same Commission's decisions fail to 
encourage such a feeling of responsibility to 
the community. 

Our Commission says quite clearly that we 
are responsible to the needs of a particular city 
and that our individual obligation is to pro- 
gram our station in the interests of that com- 
munity. Thus we see justification for the Table 
of Allocations wherein certain frequencies are 
assigned to certain areas; wherein all broad- 
casters are then given a limited geographic 
area of responsibility and wherein each of u- 
is given the obligation to serve the local need- 
of the people. 

Unfortunately for this concept our business 

is run by placement of advertising dollars and 
so this valuable concept has been vitiated by 
the decisions of our Commission which have 
allowed such wide spread coverage and such 
vast economic potential that the bulk of our 
TV broadcasters feel no economic necessity to 
cater to the particular local needs of any geo- 
graphic area. As we all know from some rather 
horrible examples, if there is no economic 
necessity there isn't going to be much action. 
It is greatly to be regretted that this dynamic 
industry is not being used to serve in every 
community the local needs of the people at 
the same time that it serves the commercial 
needs of national advertisers. How much better 
off would all the people be if this medium 
whose very persuasiveness is demonstrated by 
the strength of its critics were to be used for 
the constructive advancement of local needs as 
well as the national needs of our people. 

Represented nationally by HOLLINCBERY 

SPONSOR • 17 july 1961 

This is just one of the 

faces of Florence 

Florence has more than beauty. 
Florence has the vitality of the new South, 

the scope of fertile fields, the energy of 
industry. And Florence has WBTW, 
a television station whose signal 

unifies the fifth largest single- 
station market in the nation. 


Florence, South Carolina 

Channel 8 • Maximum power • Maximum 
Represented nationally by Young Television 

A Jefferson Standard station affilia 1 
WBT and WBTV, Chariot 

17 July 1961/SPONSOR-WEEK 

ABC TV shows nighttime 
June II Nielsen advantage 

At season's close, ABC TV had an 
advantage in the Nielsens over both 

In Nielsen 50 market report June 
II 1961, average ratings for seven 
days 6 to 11 p.m. were as follows: 
ABC TV, 14.9; CBS TV, 14.3, and NBC 
TV, 12.0. 

In percentages ABC TV was 4% 
ahead of CBS TV and 24% above 

In average homes per minute 
ABC TV was the only network to 
shGw an advance over 1960. It went 
up 6% from (in millions) 6.3 to 6.6, 
while CBS TV fell 4% from 7.3 to 
7.0 and NBC TV dropped 2% from 6.2 
to 6.1. 


Commercial television is growing 
in Latin America despite many seri- 
ous difficulties. 

In Lima, Peru, for example, the 
two top agencies, J. Walter Thomp- 
son and McCann-Erickson, are al- 
ready putting 30% of their clients' 
budgets into television. 

These clients "strongly prefer U.S. 
telefilm" and are eager for the debut 
of a new channel "to increase their 
'v advertising," reports MPEAA v.p. 
A/illiam H. Fineshriber, recently re- 
turned from a 
five-week tour 
of eight Latin 


tv is showing 


growth also in 

Wm. Fineshriber Argentina, 

Brazil, Uruguay, and Mexico. 

There is pressure for commercial 

Jv in other countries, expected to 

each success in the next year or so. 

ponsor • 17 JULY 1961 


Since the football and bulb- 
buying seasons coincide. Gen- 
eral Electric has decided to use 
its tv commercial character. Mr. 
Magoo, in a series of football 
theme spots this year. 

The campaign extends from 
2 to 30 October and is in 135 
markets. More than 100 com- 
mercials will be run in each 
market. Coverage is estimated 
to exceed 95% of the nation's 
tv homes. 

The GE hulb campaign will 
be backed by heavy point-of- 
purchase efforts and special 
stress on four-bulb packs. 

"Major change in our spot 
buying pattern will be increased 
emphasis on daytime announce- 
ments, with less emphasis on 
night commercials. Studies of 
our past campaigns show we 
have reached the bulb-buying 
market more effectively with 
daytime tv," commented Robert 
V. Corning, GE large lamp mar- 
keting manager. 

Trading stamps to NBC TV 

The trading stamp business has 
reached big time as far as tv, at 
least, is concerned: S&H Green 
Stamps (SSC&B) will be co-sponsor- 
ing Dinah Shore with American 
Dairy (Compton) next season. 

S&H's commitment on NBC TV: 
half of the 10 hours, which in time 
and talent will run around $1.3 mil- 

Until lately trading stamps have 
been buying mostly spot. 

Walter Schwimmer 

to get substantial 

North American Van from 
ABC TV to Nat'l spot film 

(Chicago): North American Van 
Lines (Biddle Adv., Bloomington & 
Chicago) has decided to withdraw 
Walter Schwimmer's Championship 
Bridge from 
ABC TV and to 
place it mar- 
on a national 
spot film ba- 

Main rea- 
son for the 
move is this: 
support from individual stations and 
to allow individual van line agents 
to play a bigger role. 

Over one hundred markets are in- 
volved. Clearance starts this fall for 
January start dates. The show is 
thirty minutes and will be for twenty- 
six weeks. 

North American was for two years 
sponsor of Championship Bridge on 

Network affiliates generally pro- 
vide a great deal more local promo- 
tion and merchandising for locally- 
placed shows (in syndication or na- 
tional spot) than they do for their 
shows fed by the network because of 
their greater economic share of lo- 
cal program time sales. 

Meanwhile, in New York, producer 
Schwimmer, speaking last week be- 
fore the Bowling Proprietors Asso- 
ciation, referred to another of his 
shows, Championship Bowling, and 
pointed to the merchandising and 
promotion support operators could 
give a tv series. 

In a survey of 52 bowling alleys, 
48 proprietors agreed to stock and 
promote a beer or tobacco product 
that sponsored a tv bowling series. 

He pointed out that the billion-a- 
year bowling industry gets about 
15% of its revenue from beer sales, 
not counting other extras such as 
food, tobacco, and equipment sales. 





steve mcqueen 

Last seen on the CBS Television Network 

year average 

capturing big audiences (3 

Nielsen rating:24.7)...and big long-term 
network sponsors (Brown & Williamson 


What they see on 



How many people are watching is 
important, of course. Both ARB 
and Nielsen agree that more people 
watch WJAC-TV than any other 
station in the Johnstown-Altoona 
market. But WHO is watching is 
also important. Are the viewers 
also buyers? WJAC-TV viewers 
are! Dozens of happy, successful 
advertisers sing the praises of 
WJAC-TV for turning viewers into 
customers. We think we can do the 
same for YOU! 

For Complete Details, Contact: 


New York Boston Chicago Detroit 
Atlanta los Angeles Son Francisco 

by John E. McMillin 


It's a rough business, boys 

The news that Texaco is switching its king- 
size $16 million account from Cunningham & 
Walsh to Benton & Bowles, effective 1 October, 
broke just before the 4th of July weekend and 
provided both a gloomy and a happy holiday for 
a lot of perspiring agency guys. 

Actually, of course, the Texaco defection was 
merely another in the long list of nervous re- 
alignments which have shaken the petroleum world in the past 1( 
months with Shell, Continental, Cities Service, Mobil Oil, and Ameri 
can all seeking to solve their complex marketing problems by shame 
lessly chopping off agency heads. 

But somehow, the C&W loss seemed to me particularly tragic, anc 
an especially sickening example of the hazards, risks, and heart 
breaks of the agency business. 

On the surface at least, and to the extent that any outsider cai 
ever know such things, C&W had done a good job for Texaco. 

Its Huntley-Brinkley buy was hailed in the industry as one of th 
solidest tv investments ever made, and this long before the NB< 
pair zoomed into commanding news leadership with their 196 
Convention coverage. 

In radio, C&W continued Texaco's Metropolitan Opera sponso; 
ship with some smart media buying that set up an "opera network. 

In commercials, C&W did many outstanding jobs, as all of us wh 
judged the American Tv Commercials Festivals will testify. 

And, in marketing, C&W came up with a bushel of ideas rangin 
from the use of tv specials for spring and fall changeover drives 1 
attractive promotions and premiums. 

But, despite such efforts, Jack Cunningham's shop got the butc! 
er's ax just 10 days after Texaco had officially denied to sponsc 
that it had any such intentions. 

Agencies helpless in account switches 

I don't know, of course, what really precipitated the move, ai 
the purpose of this piece is not to defend C&W or blast Texaco. 

But somehow, over the 4th, I got to thinking about all the ha 
work and fine creativeness which C&W people had put in on t] 
Texaco account, and about how defenseless an agency's personr 
really are, when one of these big switches takes place. 

All of us who, as agency men, have ever lived through the harm 
ing experience of losing a multi-million dollar account, know th 
copy, media, radio/tv, research, and staff people often have to tap 
a fearful beating for things which are not their fault. 

And the gloom which fills the offices of high agency brass is evi 
thicker in the cubicles of the juniors who have given their heai 
blood — enthusiasm, loyalty, late nights, long hours — to the cause. 



17 JULY 191 


I don't think it is enough to say, as we do so often and so cyni- 
cally, "well, it's a rough, tough, throat-cutting business." 

Any competitive business has its elements of risk, and cruel im- 
lersonality. But there is something about agency work which makes 
t especially disheartening, something which, I believe, stems from 
i fundamental flaw in the structure of agency-client relationships. 

Looking back over 30 years of close association with advertising 

can honestly say that I've known of few big accounts that changed 
gencies because of poor agency service. 

Why do accounts change? 

No I and this is hard for many outside the business to under- 
tand), most account changes take place because of power shifts or 
lower struggles within a client's own organization. 
j They happen when a major corporation realigns its top executives, 
hen a marketing v.p. has the squeeze put on him by a company 
[easurer or production head, when intramural fights develop within 
he board of directors, or when a fair-haired boy rises from the ranks. 

Thev happen because of deaths, because of retirements, because 
f corporate politics and jealousies, because of executive cowardice. 

But seldom because of outright inefficiency or agency mishandling. 

All of which makes the business more than necessarily nerve- 
u king for both agency owners and agency employees. 

It means that agency big shots must spend a wholly disproportion- 

e share of their time in high-level politicking and in holding super- 

nsitive stethoscopes on a client's organizational heartbeats. 

For agency personnel, it means they enjoy far less security, far 
,ss respect, and far less decent treatment than their opposite num- 

rs within a client's own organization. 
i These, of course, are ancient complaints. And perhaps nothing 

in ever be done about them. 

But. more and more, now that I've been able to get a little per- 

lective on the agency business, I've begun to wonder about agency 

infracts and agency compensation. 

Perhaps at one time they were fair and equitable. But I doubt 

i hey are today. 

Profits are too small 

I In recent years, the over-sized profits which a few independent 
isiness men were able to take out of their agencies, have all but dis- 
I'peared. And agency salaries, once stratospheric compared to 
paid by industry, no longer enjov that spread. 

Increasingly. I believe, the agency business has been shaking down 
to a high-risk, low-profit operation, one characterized by intense 

essures, grinding work, furious frustrations, bitter insecurity, and 
Jcomplete lack of the excitement, glamor, romance, fun, and proud 

urns it once knew. 

! oder these circumstances I don't think it surprising that the 

- 18 growing disturbed about the "public image"' of advertising. 

| As so often happens, the image merely betrays an inner distress. 

\nd I believe that the gentlemen of the 4A's, instead of trying to 

vise elaborate p.r. programs to sell "thought leaders" and "opinion 
nkers ' on the merits of advertising, would do well to build more 

f-respect into their own operations. 

I am certain that higher commissions (yes, higher than 15^ I and 

ig-term client contracts on a firm basis, would allow agency men to 

d their heads up again, and greatly benefit the business. ^ 

ONE ^b 
SHOT ^% 

TAKES \i/W, 




A solid play in Michigan's Golden Triangle 
stakes you to a lively market— Lansing, 
Jackson and Battle Creek! WILX-TV cracks 
all three with a city-grade signal and scores 
big in a lush outstate area. 

Operating with a 1,008 foot tower 
at 316,000 watts. Let this one 
outlet give you all three markets. 

Represented by 





17 july 1961 






-%- '■■ 

SPONSOR • 17 JULY 1»1 





2 round trip first class tickets from New York to Rio 
de Janiero via Varig Jet. 


A seven day Caribbean Cruise on the S.S. Nassau, 
(two tickets to each winner). Choose your own vaca- 
tion days. 

Ten magnificent Webcor Tape Recorders. 

Fifty FM clock Receivers 


Fifty alarm-clock radios. 

W Visa U will be FM as well as AM 

As of now WVNJ is no longer AM only, but FM too! 

To crystallize this larger image we want a six word slogan. Come up 
with the winning slogan and you'll be one of the highest priced copy- 
writers in history because you'll be getting almost $300 per word. 

We have no preconceived notions. We're wide open for ideas. All we 
want is something nice and simple that tells you— one of the decision- 
makers in your agency— that WVNJ, with FM added at no extra cost, 
is an even better buy than it was before. 

So put on your thinking caps and go to work. Even if you don't win 
the Grand Prize, you've got a chance at hundreds of others in this 
greatest agency contest in radio history. 

RULES: Create any six-word slogan. Send it with your name and 
Company's name to WVNJ, Newark, New Jersey. Submit as many 
slogans as you like. We can't return any "masterpieces" but, we 
guarantee they'll all be read carefully by the judges, whose decision, 
of course, will be final. 

Winners will be announced sometime in September. Contest is open 
to any agency man or national advertising manager in America ex- 
cepting WVNJ's own agency and the members of its station's staff. 




'(The Krtuark ^cws 


17 july 1961 



Roanoke ,Virginia 

• • • the 






tradition ! 







49th and 


Wants Emmy revamped 

I have just finished reading your 
editorial in the 5 June 1961 issue of 
SPONSOR. I wanted to drop you this 
word of endorsement of your views 
on the Emmy situation. 

I have been greatly exercised re- 
cently about current activity in Wash- 
ington. I believe that a revamping 
of the entire Emmy structure would 
present a better reflection of broad- 
casting in general to the public. Cer- 
tainly the current system of making 
awards is far from being the best 
thing that broadcasting can present 
to the public as its image. 

I am happy that you have spoken 
up as you did on this subject and I 
hope that broadcasters in general 
will rally around and do something 
about the matter with the result that 
we shall in the future present our- 
selves in a far better light. 

William T. Knight, Jr. 
president & general manager 
Savannah Broadcasting Co. 

We love Sacramento 

San Francisco is certainly one of our 
favorite cities. And there is little 
question that all of us at KRAK 
would be flattered to be a legally 
designated San Francisco station. 
But the legal fact remains that we 
are a Sacramento radio station and 
we love the state capital. Your story 
in WRAP-UP, 5 June concerning 
KRAK's new single rate card unfor- 
tunately mentioned KRAK as a San 
Francisco station and apparently 
you have excellent coverage in this 
area since my telephone has been 
ringing all day on this very subject. 
We can appreciate the type error 
that occurred and we would be ex- 
tremely grateful if this letter were 
published to correct this obvious 
mistake. KRAK is a legal 50,000 

watt, clear channel, Sacramento-des- 
ignated station, and is mighty proud 
of its Sacramento affiliation. 

Manning Slater 

president & general manager 



Ratings in Phoenix 

HOUR PERIOD 3:30-5:30 PM 

KPHO-TV, 11.2; KOOL-TV, 7.41 
KTAR-TV, 4.5; KTVK, 3.6. FOUI 
6.3; OAKLEY, 4:00, 6.6; RAN( 
RIDER, 4:30, 7.9; BROKEN A} 
ROW. 5:00, 8.9. MARCH 1961 AF 
3:30-5:30 WITH AVERAGE MOll 

3.3; KTVK, 2.2; KOOL-TV, 2| 

Bob Martin 

director, programing & | 





17 JULY I'll 

An encore for three of 
onr "personalities."' 1 
Good sports. Attractive 
people interested in 
the Metropolitan 
way of life. 


■m East 67th Street,Neu> York tl,N. Y. 

WNFAVT V New York, N .V. 
WTTG Washington, D.C. 
KOVli Sacramento- 
Stockton, California 
WTVH Peoria, Illinois 
WTVP Decatur. Illinois 


WNEW New York, N.Y. 
WHK Cleveland, Ohio 
WIP Philadelphia, Pa. 


other divisions are: 

Foster and Kl< iser, Outdoor Advertising 

operating m Washington, Oregon, 

A rixona and I'lilifonua 

Worldwide Broadcasting, WRVL Hath,* 


Clicked again 

Again and again and again, for the 2 weeks ending June 18, the 
watchers were clicking their dials to ABC-TV programs. 

Nielsen-wise,* this activity put 6 ABC shows in the top 10. The 
Untouchables took 1st place. And My Three Sons, in 3rd place, led all 
new shows. 

It all added up to an ABC largest audience share . . . larger than that 
of either of the other networks . . . significantly, where it counts most. 
Namely, in the 50-market area (largest competitive area measured by 
Nielsen) where the watchers have a ^Aree-network choice. 

And choose accordingly. 

ABC Television 

*Source: National Nielsen 50-market TV Reports Average Audience two weeks ending June 18, 
1961. Sunday, 6:30-11 PM. Monday through Saturday, 7:30-11 PM.All commercial time periods. 




Interpretation and commentary 

on most significant tv/radio 

and marketing news of the week 


17 JULY 1961 Trying to discern a pattern emerging from the prices and policies being ap- 

ht imi plied to the 40-second chainbreaks has become the July brain-throbber of agency 

media executives with heavy stakes in spot tv. 

A random check among them by SPONSOR-SCOPE last week disclosed these impressions: 

• The scattering of ratecards at hand were so different in prices and policies that 
any attempt to read a pattern would be premature and useless. 

• The 40s will probably be bought mostly on a pre-emptible basis, because of the 
diminished rate as against fixed 40s. In other words, their appeal will be hottest for oppor- 
tunistic buyers. 

• Until the rate picture falls into sharper focus most agencies will, with regard to their 
fall activity, proceed on the premise that the 20-second spot will retain most of its 
popularity, while the creative departments continue at the same time to play around with 
40- and 30-second commercials. 

• The pattern that these chainbreaks take eventually will be determined anyway by the vol- 
ume and business status of the spot market. 

P.S. : B&B's Lee Rich said that Maxwell House coffee will be coming back into spot, but 
that it was up to the medium to keep itself completely flexible so that an advertiser has avail- 
able to him on a broad base 10s and 30s as well as 20s and 40s. 

Highlighting the past week's buying in national spot tv was the quests from sev- 
eral sources of half -hours for syndicated series. 

These accounts: North American Van Lines (Biddle), Colgate (Norman, Craig & 
Kummel) and Duff y-Mott (SSCB). 

Other spot tv buying activity: Scott Paper (JWT), fringe minutes, starting end of Au- 
gust; Lever's Stripe toothpaste (JWT); Chase & Sanborn Instant brands (JWT), 250 
rating points a week in fringe and prime time; Remington Arms (BBDO), quarter-hour 
hunting and fishing shows; Doughnut Corp. of America's Goldmine Ice Cream Treat 
(KHCC&A), minutes in kid shows, beginning 6 September; Gravy Train dog food (B&B), 
prime time and fringe, starting 24 September. 

The spot media campaign which Amoco (D'Arcy) started last May is up for re- 
newal, with the agency doing a sort of re-evaluation of the station lists. 

For Chicago it's meant getting in there with a flurry of switch-pitches. 

The tv networks have about tossed in the sponge in their efforts to bring Avon 
cosmetics into the fold. 

This year-in-and-year-out user of spot — last year it ran around $3 million — has refused to 
yield to the blandishments of network salesmen, holding to the proposition that the spot fran- 
chises that Avon has built not only give it the sort of dominance its position in the 
cosmetic field ( # 1 ) needs but provides the right sort of local identity that its door- 
to-door saleswomen find most fitting. 

Avon, which is in about 200 markets, apparently looks on the chainbreak as provid- 
ing an apt type of vehicle for the message it wants to deliver, and is not interested in 
the price preachments of the networks. 

For at least one of the tv networks, the pitch to Avon has been an annual ritual. 

P.S.: The networks have run into the same freeze with regard to Lanvin, whose U.S. 
business in 11 years rose from $180,000 to $20 million. 

• 17 july 1961 21 

SPONSOR-SCOPE continued 

NBC TV says it's going to sit tight with its policy of selling nothing less than 
quarter-hour, even though CBS TV has extended its minute participations plan 
from the morning to a couple of strips in the afternoon. 

The two strips are the Millionaire and Face the Facts, which CBS TV admits hasn't 
been anything as well as the rest of its afternoon fare. 

Explains CBS TV: minute participants in the two shows must also hold minutes 
in the morning schedule. In other words, Millionaire and Facts were opened up as an 
inducement to morning prospects. 

BBDO Minneapolis has a modus operandi which seems to be evolving into a 
pleasant and convenient relationship with Chicago radio reps. 

Instead of bidding the reps to come to Minneapolis, the agency for the past two years 
has sent a delegation to Chicago to meet with the sellers to outline campaign targets, place 
orders and exchange viewpoints, in connection with Cream of Wheat radio buys. 

Last week BBDO sent a group down on behalf of Chun King. 

There was a lot of account switching the first six months of 1961, but, strange 
as it may seem, the bulk dollars involved didn't come up to the level of the mass 
migration for the like period of 1960. 

More giants took their business elsewhere during the 1960 first half — like Chrysler, 
Pepsi-Cola and Shell. And those with air media connections in the $1 million and over 
class added up to the same number, namely, 20. 



Cunningham & Walsh 

Benton & Bowles 


Liggett & Myers 




Handy Andy, Spry, AirWick 

K&E, FC&B 







Alpine, Benson & Hedges 


Burnett, B&B 


Ajax (Colgate) 










Warwick & Legler 






Pittsburgh Plate Glass 








Lanolin Plus 


Daniel & Charles, 


ASR Gem, Pal Injector 


Benton & Bowles 


Vic Tanny 

Charles Stahl & Lewis 



American Dairy 




Exquisite Form 




Planters Peanuts 








U.S. Tobacco 


Donahue & Coe 


Standard Oil N.J. 

Ogilvy, B&M 



Slice the three options K&E gives Lincoln-Mercury dealers in handling theii 
fall radio set schedules, any way you want, it still adds up to factory money getting 
local rates. 

The options from which the dealers may choose, with K&E paying the bill: 

Option # 1 : the dealer sets the schedule directly with the station at local rate. 
Option #2: the dealer sets up a tentative schedule and sends it on to K&E for exam 
ination and approvals. 

Option #3: the dealer leaves the negotiating — at-local-rates — to K&E completely. 



17 july 196: 

SPONSOR-SCOPE continued 

CBS TV's ace and much acclaimed public affairs series, CBS Reports, may wind 
up next season as a minute participation carrier. 

AT&T has agreed to sponsor any of the Reports that deal with space matters, 

but the network hasn't been able to latch on to any other advertisers disposed to full sponsor- 

Much as it doesn't like the idea — particularly because of the program's prestige — the 
network could within the next few weeks decide to make CBS Reports available 
to four participants per broadcast. (There are four commercial intermissions.) 

List price per program: $50,000, talent; about $100,000, time. 

Agencies will shortly get a look-see at the results of a special study done by 
Nielsen for ABC TV which relates the product buying pattern to the tv viewing 

What the agencies will witness is the sample of a continuing project, with the data broken 
down by heavy viewing families vs. light viewing families, family size, income status, etc. 

Looks like the hottest problem — outside of getting more business — confront- 
ing the tv networks on the daytime front is finding ways of cutting down on pro- 
gram costs. 

Supply, competition and a narrowing market have made daytime price an overriding 
factor and the only place for economy is the programing schedule. 

Time was when a network boasted about how long a daytime show has been on 
the air. Now that circumstance has its drawbacks, because the longer it's on the more ex- 
pensive, what with the talent escalator clauses. 

In addition to this profit squeeze the networks have to contend with the competition 
their daytime is getting from nighttime where the package minutes are getting cheaper 
and scatter plans prevail a la daytime. 

ABC TV is seeking to make hay over the facts that Nielsen's second June 
report covering 50 cities shows that network as the only one making a share and 
audience gain over the like report for 1960. 

The comparison, which gives ABC TV an increase of 8% in share and 19% in audience: 

1961 1960 





















Note: sets in use daytime were up over June 1960. 

ABC TV's competitors are treating the foregoing development with an airy, "So what, 
the kids are home from school vacation." 

Price quotations were made available last week by ABC TV for its new juve- 
nile strip, tentatively billed as Periscope. 

The package rate per minute, time and talent: 1 to 25 minutes, $4,000; 26 minutes 
or more, $4,500. These are charter member quotes. The rates apply for 52 weeks. 

After 2 October, the date of the series takeoff, the rate per minute will be, notes the 
price sheet, $5,672. 

Speaking of quotations, here's one from the Periscope description sheet: "Tangy as 
a peppermint stick, but at the same time loaded with vitamins of solid informa- 
tion, it nourishes the eternal desire to be amused, while exploring frontiers of 
knowledge. From the farthest horizons of earth, to scientific magic that can be 
performed in the kitchen, Periscope will enchant America's kids with a kaleido- 
scopic combination of knowledge and pleasure. . . ." 

17 july 1961 


i '. „L.JUlX-ill 


SPONSOR-SCOPE continued 

Tv business developers are pretty well reconciled to Shell Oil's confining itself 
to newspapers the rest of this year, even though its agency, OBM, is buying radio 
schedules here and there as the result of local distributor-dealer pressure. 

Come next season Shell will have an international golf tournament series via film go- 
ing on CBS TV but this is strictly institutional. 

Radio reps, it might be noted here, are somewhat discomfitured by the antagonism they 
say they're encountering at OBM when inquiring about markets being bought. 

One rep, for instance, got this retort from a buyer: "We keep our media plans to 
ourselves; we're not in business to keep reps happy." 

Look for CBS TV to do something to raise the image of its morning program 

It's apparently become pretty much of a "must", along with the project of studding th< 
daytime schedule with five-minute news strips. 

So far the network has spotted two of these: 3:55-4 p.m., which has been sold to Frigid 
aire (DFS) ; 10:55-11 a.m., which is being offered at $3,500 per unit. A third news strij 
under consideration: 2-2:05 p.m. 

There's been a slight change in the percentage spread between the top-rate< 
and bottom-rated shows in nighttime network tv: the percentage is up either wa; 
and that may be due to the fact there were fewer series this season vs. last. 

Where the percentage has dipped is in the middle range. 

With the Nielsen second May report for each year as the base, you get this evening treni 

rating level 1958 1959 1960 1961 

Over 25 7% 7% 5% 6% 

15-25 52% 52% 49% 47% 

Under 15 41% 41% 46% 47% 

No. Programs 122 121 132 123 

The SRA is opening a chapter in Detroit and the reps' managers in that cit 
will meet next week to hold the election of officers. 

This move by the SRA's board was spurred by a feeling that more would be accomphshe 
in behalf of spot among the automotive agencies if it had a working local organization i 
a starter. 

The next step: setting up plans for getting the story of spot radio and tv 1 
these agencies and their clients on a systematic basis. 

A growing source of irritation among agencies heavily active in spot tv : tl 
slowness of stations to get their bills in on time so that the client can be told wh; 
his expenditures were for the previous month. 

Complain the agencies : the delinquency of three or four stations in important ma 
ket can suffice to stymie the accounting department in its attempt to keep the client up to dal 
The net effect: impaired client relations. 

The disturbed agencies think that the reps could help improve the situatio 
citing as their ideal the Katz system of handling all accounting matters for station 

For other news coverage in this issue: see Sponsor-Week, page 7; Spons 
Week Wrap-Up, page 54; Washington Week, page 57; sponsor Hears, page 60; Tv and P 
dio Newsmakers, page 66; and Film-Scope, page 58. 



17 JULY 19 





delivers more 

Stanislaus County is an important market in California's 
great Central Valley. It is the 9th county in the entire 
United States in total farm income. Also, it is the first 
county on the Pacific Coast and 18th in the United States 
in retail sales per household — $5,107.00 per household. 
(Sales Management 5-10-61) 

Stanislaus Coimty is part of the area covered by Bee- 
line station KBEE, Modesto. In fact all the important 
California Central Valley and Western Nevada markets 
are sold on the Beeline stations. And Beeline Radio de- 
livers more of their radio homes than any other combin- 
ation of stations, at the lowest cost per thousand. (Nielsen 
Coverage Service Report #2, SR&D) 

Modern new City Hall of Modesto — Stanislaus County seat. 




KOH o »>••. 

KFBK O SaC»am{nTO 




"Five la difference!" 

In plain English,what makes the big difference in any sales picture is women ! 
And in Philadelphia, CBS Owned WCAU-TV talks to more women than any 
other medium in the market. Specifically, WCAU-TV delivers 1,572,700 more 
women impressions per week than the second station (June ARB). 

Start translating advertising into sales with Philadelphia's most effective 
sales medium.You'll appreciate the difference . . . definitement ! WCAU-TV 

Represented by CBS Television Stations National Sales 

Rising with the sun, Ty Boyd now brightens the mornings in the Carolinas on WBT 
Radio.#Already well known throughout North and South Carolina as a radio and TV 
personality, Ty Boyd now brings his wit, his charm, his friendliness to the big WBT 
morningaudience. Mondaythrough Saturday,from 6:30to9:00, he presents music, 
news, weather, features, with refreshing originality and imagination. #lt's the wise 
advertiser who captures the Early Boyd on WBT— the nation's 24th largest radio 
market . . . the station with 711% more listeners than its strongest competitor.* 
The Ty Boyd Show, 6:30-9:00 AM, Monday-Saturday, WBT RADIO CHARLOTTE 


Early Boyd 


17 JULY 19 6 1 

FIVE MILES of tape is used daily in the Capital Cities Broadcasting Corp. video tape room in Jerusalem to cover Eichmann trial court sessions 

Look, Ma— only 4 years old! 

^ A special SPONSOR report on the amazing growth 
)f tv tape— today a significant industry production tool, 
>ut a new-fangled addition as recently as four years ago 

r our years ago video recording 
me appeared on the broadcast scene 
>r the first time. It was described 
- the biggest development since Dag- 
lar. Experts said it would deliver 
-nits that previously could not be 
'ached with live tv or film. A SPON- 
iR editor last week asked industry 
gures if tv tape had lived up to its 
romise. The survey revealed far 

ponsor • 17 JULY 1961 

more pluses than minuses. Among 

• A host of tape recorders sold in 
the United States and overseas. 

• Recorders and tape prices have 
been reduced considerably. 

• Newsmen rate tape as important 
as their right arms. 

• Local station managers get new 
clients as a result of tape. 

• New inventions now produce per- 
fect pictures and sound. 

• Hidden costs are disappearing in 
the distribution of tape commercials. 

Both Ampex and RCA report un- 
flagging interest in tv tape recording 
installations. These space age broad- 
cast engineering organizations have 
installed more than 1.100 tape re- 
corders for stations, networks, closed- 
circuit system outfits and production 
companies here as well as outside the 
I .S. Ampex alone has to date sold 
about 17") vtr installations to broad- 
casters and production companies in 
the states and more than 100 units 


to closed-circuit systems operators 
here and nearly 300 recorders over- 
seas. RCA has shipped more than 
250 tv tape recorders since the ma- 
chine was produced commercially late 
in 1959. 

Moreover, both companies have 
been lowering prices of their equip- 
ment. An Ampex vtr I black-and- 
white ) installation which sold for 
$52,950 two years ago is now avail- 
able at $49,500. A color attachment 
priced at $19,500 in 1959, can be had 
for $7,000 today. Similar reductions 
prevail at RCA. Its black-and-white 
unit sold for $49,500 in 1959. It is 
$44,900 today. The RCA color ac- 
cessory, priced at $13,500 in 1959. 
is today priced down to only $8,750. 

Tv tape, an amazing youngster, re- 
portedly can do everything but swal- 
low Pablum and whistle "Dixie" 
simultaneously. With the arrival of 
video tape, and the elimination of 
margin of error in live production, 
its proponents grew by leaps daily. 
Tape recorder installations, albeit ex- 
pensive, are now in virtually all top 
markets. It is standard equipment 
today for both big and small stations. 
While all top markets now possess 
tv tape installations, not all stations 
have bought machines. Maine is one 
of the few states without such video 
tape recorder installations. 

Of course, there are problems in 
the switch to tape, but the bugs are 
being removed rapidly. The most 


Engineer Dick Williams loads tape machine in NBC's Tape Central before 
making spot commercial. NBC TeleSales is chalking up a sales record 

fastidious of engineers, production 
people, ad agency execs, newsmen, 
performers — all are shouting hoshan 
nas in behalf of tape. 

In tv news handling, for example 
video tape is now most vital. Whih 
film will be of "considerable value,' 
as James C. Hagerty, v.p. in charge 
of news, special events and publi< 
affairs for ABC TV, puts it. the in 
stantaneous reproduction of picture 
on tape gains hours for broadcaster 
over the processing and editing re 
quired for film. The Eichmann tria 
and the European visit of Presiden 
Kennedy were brilliant examples o 
video tape technique at ABC TY 
NBC TV, and CBS TV. Hagerty saj 
his staffers have many ideas on hoi 
to increase tape's usefulness in new 
programming. The web will announc 
such plans shortly. 

Video tape received one of its b 
gest boosts at the political convi 
tions last summer. William R. 
Andrew, executive v.p. of NBC Ne 
noted that, while one thing was ha 
pening and being broadcast 
taped another development going 
simultaneously and then played 
back at the first convenient momen 
McAndrew and his colleagues ag 
that probably the best asset of tape 
its quality. Because of its spe 
flexibility and quality, tape is now 
indispensable part of network fac 
ties. "In fact, we now convert t 
recorded overseas to American stan 
ards instantly on the scene to ma 
it possible, if necessary, to rerun 
immediately on arrival here," 
Andrew said. 

"Videotape's future is limitle: 
Blair Clark, general manager a 
v.p. of CBS News, declared. Wh 
the equipment is transistorized 
that it is more portable, video ta 
will bring the world into every 
receiver, Clark predicts. "During t 
recent Kennedy mission to Euro 
CBS News engineered a very co 
plicated multi-city network of <i 
correspondents who analyzed t| 
events of the day," Clark said. "Ho 
ever, effective as this was, it 
technically so difficult and so 
volved that it could never be put i 
operation quickly in time to cover 
start of a fast-breaking news sto 
But. when tv communication 
satellite finally comes about, we v 


17 JULY 191 

find our news room constantly 
video-taping stories from all over 
the world and putting them on our 
hourly news programs. And. if a 
Boston harbor fire looks on Monitor 
No. 8 as if it's getting out of control. 
the editor will punch a button to put 
it on the network. In other words. 
the combination of tv tape and satel- 
lite communications will place our 
tv cameras all over the world. We 
;an hardly wait." 

One of the most important single 
-easons for the growth and improve- 
nent in televising sports events since 
he advent of the medium is tv tape. 
Uccording to William C. MacPhail. 
ice president of CBS TV Sports. 
Without video tape, he observed, the 
Winter and Summer Olympics could 
lot have been covered as thoroughly 
18 they were. Tape, he said, has en- 
bled sports producers to cover events 
or presentation hours later without 
«ing the sense of immediacy. 
Tv tape, for the first time, is cover- 
Ig one of the biggest trials in human 
'istory — the Eichmann trial in Jeru- 
llem. In a building near the Eich- 
lann trial. Capital Cities Broadcast- 
Ug Corporation, has set up elaborate 
iping operations. Some five miles 
f the two-inch wide video tape is 
ised each day to record the trial 
pssions. It is estimated that nearly 
iX) miles of video tape will have been 
ued before the trial ends. A pro- 
iction team at the trial, headed by 
.ecutive producer Milton Frucht- 
an, speaks glowingly of the remark- 
pie "live" quality of the taped ma- 
rial serviced to the American webs 
iid to the British, West German and 
; '.ier subscribers to the non-profit 
Iteration under the aegis of Capital 
ties Broadcasting Corporation. 
I Tv station managers throughout 
e I nited States are citing numerous 
stances of making video tape spots 
r much less than they are accus- 
ned to paying in the film area. Ad 
Jency complaints originally lodged 
■ ainst tape are disappearing. Com- 
i lints about hidden costs are vanish- 
Jj. Local commercials taped in 
i ick-and-white and in color are pro- 
ving new clients daily. Many sta- 
tins are getting new accounts thanks 
tj tv tape mobile units. Obviously. 
1 re are imperfections, irritations 
li tv tape and the engineers are 


Perry Massey, commercial producer, confers with Bill Flood, engineer, in 
CBS TV tape headquarters. Tape editing today is remarkably streamlined 


Leonard Goldenson (left), president, AB-PT, Inc., and James Hagerty, ABC 
news chief, make plans. Tape saves many hours for news, Hagerty says 

constantly performing heroic-sized 
jobs erasing the flaws and establish- 
ing new levels of tape quality and 
to greatly improve performance. 

One of the great breakthroughs was 
the development of Ampex's Inter- 
Sync, an instrument that preciselj 
controls the speed of all rotating com- 
ponents in the recorder. The Inter- 
Sync permits all the usual transition 


17 .ILLY 1961 

video effects between tape pictures 
and other normal picture sources — 
wipes, dissolves, split screen, mats 
and all other effects produced by the 
special effects generator. The Inter- 
Sync costs $3.4n(). Experts sa\ it is 
the first link in making tv tape as 
good as film, and perhaps better. 
Another complaint, picture distor- 
i Please turn to page 49 1 



^ Veteran Elmo Ellis of WSB, Atlanta, tells how unorthodox creative approach 
to present-day radio programing can pay off with big dividends to broadcasters 


I heard somebody this morning say 
that an expert in broadcasting is just 
like a steamboat. He toots the loud- 
est when he's in a fog. 

Nevertheless — I'm here to toot for 
a foolproof broadcasting formula that 
I call "C + S = L + R + M-I-B." 

I'll explain precisely what it means 
later. Right now — a word about 
why I've devised it. 

ELMO ELLIS, program mgr., WSB, Atlanta, 
exec, program consultant, WHIO, Dayton; 
WSOC, Charlotte, is author with J. Leonard 
Reinsch of "Radio Station Management" 

In recent \ears hundreds of broad- 
casters from all over the United 
States have asked me the same ques- 
tions. I Maybe they've asked you the 
same ones I : 

A. What format does your station 

B. What music formula do you 

C. Do you play rock-and-roll? 

D. What kind of ratings do you 

E. Hows business? 

I find that everyone who questions 

me about broadcasting is looking for 
the same answer — more audience, 
more business, more profit. 

And since our ratings and our 
business have been good — I will en- 
deavor to pass along to you some ad- 
vice based on our experiences. 

First off — if you want your station 
to stand out from the crowd, don't 
go along with the crowd. 

The majority is not right — just be- 
cause it's the majority. 

In fact — it has been said that "His- 
tory is a record of the mistakes made 
by the majority." 

Ninety-eight percent of the people 
have been found by some psycholo- 
gists to be lacking in leadership 
qualities. They are merely the sheep 
that follow the other 2%. So if you 
want to be a leader in broadcasting 
— or any profession — be different. 
Join the 2^- 

Your own great North Carolina 
playwright, Paul Green, once manv 
years ago said that "Even a hound 
dog develops a voice of his own. One 
night in a fox hunt the young dog 
stops yelping puppy -like and really 
sounds off. The hunter says: 'That's 
Old Joe. He's found his note.' ' 

I wonder how many of us in this 
room can say that our radio stations 
have found their note? 

What is distinctive? What is dif 
ferent? What is pleasantly memor 
able about your station's voice? 

In searching for the answer t 
this — and our other problems — w 
broadcasters are inclined to see onl 
3 courses open to us! 

We sometimes find our note as 

We may become a hopped-up ex 
tremist voice. 

We may end up as a middle-of-the 
road moderate. 

I submit there is a fourth avenu 
open to us: One that combines th 
elements of all three. 

No method of broadcasting is a 
good or all bad. We can gain ben 
fits if we pick and choose wisel 
from the strong points of all three 

Let's remember that listeners i 
radio cut across all lines of class 
race, age, religion, income level, ed 

No group is entirely our posses 
sion, and no group is entirely lost t 
us. The entire population is our pc 
tential — at least initially. And w 
should remember always that thi 
population lives and works and li: 
tens in a dynamic, constantly-chang 
ing society. Nothing is static 

We must not expect an "Absolute 


Another "Creative Radio" article 

Last fall sponsor began a series on ''Radio's big new burst 
of creativity" detailing the dynamic creative revolution 
that has been taking place in the older broadcast medium. 
This two-part article, presenting in full Elmo Ellis' recent 
speech before the North Carolina Broadcasters Association 
is another in sponsor's series on radio's creative re-birth. 



17 july 196 


answer for broadcasting is destined 
to be just as changeable as the world 
in which it operates. 

However, we must be careful to 
avoid confusing techniques with fun- 
damentals. The fundamentals of hon- 
esty — accuracy — good taste — rarely 
change. The techniques for present- 
ing honesty and accuracy, common 
m rise and good taste on the air DO 
change constantly. 

Last week I was flying back home 
from a Radio Code Board meeting in 
Washington — and seated beside me 
was a man who is a strong exponent 
of what he calls "Contemporary Ra- 
dio."' He plays 40 top tunes each 
dav. does news at 55 — broadcasts a 
dail\ editorial — and won't join the 
NAB Radio Code because he says 
.that he should be allowed to fill as 
many minutes of each hour as he 
(leases — w ith commercials. 

Now — I found out from talking to 

i his man that he earnestly believes 

and preaches that this — and this 

done — is good radio — and that it is 

he only radio his audience wants or 

\ill accept. 

Yet — in our same conversation — 
le admitted to me that: (A) His rat- 
ings and his business are down. (B) 
le was bombarded with phone calls 
irom people who were irate because 
ie had chosen not to broadcast base- 
ball this year. ( C) He has some ques- 
ion in his mind about what the fu- 
ture programing of radio will be. 
D) He is plagued by the realization 
lat my radio station has greater 
ublic acceptance than does his. 
What does all this mean? To me 
meant several things although it 
asn't \et registered with my friend 
-It was plain evidence to me that: 

1. You cannot arbitrarily decide 
the only things the public wants 
or will accept. 

2. No radio recipe or pattern of 
broadcasting will ever be the 
ultimate answer. 

3. We are foolish if we blind our 
eyes and muff our ears to the 

1 By happenstance, on this same 
ane trip I had in my lap a copy of 

onsor • 17 JULY 1961 


Ellis lists 15 surprising "don'ts" 

1, Don't pay attention to your competitor — ignore him! 
2« Don't play songs that are selling best. 

3. Don't try to be first with the news. 

4. Don't program to women. 

5. Don't operate in the dark. 

6. Don't try to keep advertisers out of programing. 

7. Don't sell air time — sell what you program. 
8 a Don't try to teach your audience anything. 
9, Don't coddle your listeners. 

10. Don't think you must editorialize in the traditional manner. 

11. Don't make your staff too comfortable. 

— ■ ■■?■ — — ■- 

12. Don't be afraid of a network. 

13. Don't turn thumbs down on eggheads. 

14. Don't sell your station too cheaply. 

15. Don't worry about public service time you log but about the 
kind of public service you give. 

Plllllllllllllllllllllllllllllllll! III!! IIJillllli!lllllll!i!![lll!!ll!lllll!llllll[ll!lllll!EIII!!l!ll!l[l!ll!ll!lllllllllllll!lillllllllilllllllilllll!ll!IIJ!llli!!li 

the New York Times. It contained a 
review of a musical comedy that had 
just opened in New York with great 
success: ''Pal Joey" — It is actually 
a revival of a 21-year-old musical 
comedy that originally came to 
Broadway in 1940. So here we have 
a happy wedding of unchanging fun- 
damentals and changing techniques. 
The songs of Rogers and Hart are 
the same — so is the book by John 
O'Hara. But the performance is done 
in the fashion of 1961. 

Too many of us have overlooked 
the parallel situations that confront 
us in broadcasting. 

News — music — drama — religion — 
agriculture — discussion — if these are 
fundamentally sound in content — 
they have a potential in 1961 radio. 

There's hardly a man or woman in 
this room who did not enjoy hearing 
the Kennedy-Nixon debates, just as 
our forefathers listened to the Lin- 
coln-Douglas debates of a century 

Only the techniques of presenta- 
tion needed alteration to make them 

The\ must be presented in a mod- 
ern manner to meet the needs and 
wants and the living patterns of mod- 
ern Americans. Despite the persist- 
ent crv about news and music — 
show me the person in this room who 
would not enjoy a broadcast well 
done on: "'Can animals really talk? 
"The most unusual citizen in town.'' 
"How to stop worrying and start liv- 
ing.'' "How to lose weight and like it." 


"Life begins at 50." 

But to assume that the public taste 
in radio has retrogressed — and has 
become severely restricted — is a sad 
and sorrowful misjudgment. 

Actually, the public taste is im- 
proving. The American people are 
buying more good books, more good 
music, and more good works of art 
than ever before in history. They 
are going to more concerts, to more 
plays, to more lectures and discus- 
sions. They want to be informed as 
well as entertained. 

But — what are we — as broadcast- 
ers — doing to ride the crest of this 
wave of enlightenment — this cultural 

Now comes the question: 

How do you program in a way 
that will be meaningful and signifi- 
cant to your community? One way 
to start is to listen. 

What is bothering people? What 
are they talking about? 

We in this broadcasting business 
need to talk less and listen more. 

If you will check the phone calls 
that come to your station. If you 
will make notes at church and civic 
clubs. If you will chat with your 
neighbors and staff members — you 
can learn much. You can find out 
what is on their minds — what they 
are concerned about, what they are 
asking questions about. 

And if you will reflect this com- 
munity thinking on the air — I guar- 
antee you that people will be inter- 
ested. Millions of people want guid- 
ance. Other millions want to be 
heard. Even more millions are seek- 
ing a sense of fulfillment and accom- 

In the months and years that lie 
ahead we face our greatest challenge 
in learning — as broadcasters — how 
to combat boredom, resentment, an- 
tagonism, fear and fatigue. 

As never before we must give the 
individual listener a sense of involve- 
ment. ... A feeling of belonging, of 
participating, of contributing to the 
broadcast product. 

1. Study your audience — who's out 
there? Who's listening? Who 
should be listening if we make the 
necessary changes and additions? 

2. Try to make that audience com- 
fortable — 

I Please turn to page 50) 



^ Twenty years ago this month commercial television 
became a reality when WNBC-TV issued first rate card 

^ Under the old call letters of WNBT, the NBC-owned 
television station sold its first spot for the sum of $4.00 


hat sort of a day was it, 20 
years ago, when commercial televi- 
sion became a reality and the car- 
bolic question of triple spotting hadn't 
yet raised its nasty noggin'? 

It was a day (Tuesday, 1 July to 
be exact ) when six-tenths of the sky 

was covered with clouds and the rela 
tive humidity was 64/£ at noon. I 
was 95 degrees outside and hotte 
than a pistol in a Ziv-produced West I 

It was on this day that the FCl 
authorized the NBC-owned video out 




6:00 PM to 1 1:00 PM Daily 
8.00 AM to 12 Noon Daily 
1 2 Noon to 6:00 PM Daily, e xclusi ve 

of Saturday and Sunday 

Saturday and Sunday 
1 1.-00 PM to Sign Off Dairy 



15 Win. 
















J Ratet tor otter unfa of time In exact proportion to corresponding one- 
hour r a r«. No p eriodi I *m Hi an $ minute* sold • * cep t tor Service Spoh. 

SERVICE SPOTS w*«, w«*t, n*,. »<., 

Evening {ds00 PM to Sign Off)— $8.00 for maximum of 1 m'mut« 
Day (8«00 AM to 6t00 PM) —$4.00 for maximum of 1 mmuti 

TYPE OF FACILITIES (B«»d on rime on Ihe ak ro neare** 5 minuhu.J 


60 Mitt. 


15 Mia. 


5 Mb. 

















(Minimum 0>arge~-$75.OO) 

Main Studio 
Small Studio 
Rim Studio 
Field Pickups 

JRatw tor unite of time longer (has on* bear hi 
/ excel proportion to corresponding one-how rate. 

Service Spoh— Facilities and Handling — $5.00 per spot. 

(Meet originate hi tmoil or Km tfwdlo. I 

IT WAS an historic day in American television broadcasting circles — the day that Stati> 
WNBT, now WNBC-TV, went commercial. This is a copy o* the remarkable Rate Card No. 
which station sent to Madison Avenue timebuyers and Bulova Watch bought a spot for $4.1 


17 JULY 19( 


let WNBC-TV in Gotham— then em- 
ploying the call letters WNBT— to of- 
fer its facilities for commercial spon- 
sorship. The station, that day, opened 
with chimes at 1:29. Test pattern un- 
til 2:30. At 2:30 the station switched 
to Ebbets Field, where Ray Forrest 
did a play-by-play telecast of a 
Brooklyn Dodger game with the Phil- 

The first commercial was on the 
.air at 2:29:50, as a Bulova clock 
nhowed the time, and an announcer 
announced the hour. Charge to Bul- 
i\a was $4 for time; $5.00 for facili- 
ties. Total, $9.00. Bulova paid it 
A'ith the bravado of a faro dealer. 

The station went off the air at 6:13. 
Sack on the air at 6:45 p.m. with 
well Thomas news simulcast by 
iunoco. Cost for the 15-minute spon- 
orship, $100.00. WNBT signed off 
gain for two hours returning at 9:01 
) 9:22 with a USO program featur- 
ng dignitaries. 

The station then presented Uncle 
im's Question Bee, sponsored by 
.ever Brothers (cost $100.00) . Edith 
■pencer did a Spry commercial. From 
:45 to 10:33, viewers saw excerpts 
rom "Bottlenecks of 1941," a Fort 
lonmouth Signal Corps Replacement 
raining Center show with Ray For- 
est as announcer. 10:34 to 10:56, 
Truth or Consequence" simulcast 
ith Ralph Edwards (cost $100.00) 
nd sponsored by P&G. At 10:56:30 
lother Bulova time signal (charge 
3.00 for time; $5.00 for facilities. 
|otal $13.00) . At 10:57:19 the "Star 
jangled Banner" was played, and 
>e station went off the air. 
Estimated sets in use that day: 
500. Dr. Alfred H. Morton was 
BC vice president in charge of tele- 
sion when the FCC gave him the 
|een light to charge for video com- 
rrcials. Dr. Morton advised clients 
at NBC would telecast a minimum 
15 hours a week and that programs 
>uld include film shows, studio 
ows and field pickups. 
Telecasting in 1941 was of the 
'ntier type — arrays of variety turns 
iron lungs with performers sprout- 
H olive green lips and beige-colored 


No. 1 

(l»re»»rv» For 


WEEK OF JUNE 30th JULY 5th. 1941 

Audio frequency S5.7S IDCiurw v/idm riT v 
Video frequency SUS me.; wew roK * C,TT 

June 30th 

July 1st 




Amateur Boxing at Jamaica Arena. 

( 2 ) Baseball -Brooklyn Dodgers vs. Philadelphia at Ebbets 

(3 1 Lowell Thomas. 

(4) Culmination of U- S. O. Drive with: 

Mr. Thomas E. Dewey 
Mrs. Winthrop W. Aldrich 
Mr. Walter Hoving 
Lt. General Hugh Drum 
Admiral Adolphus Andrews 
Mrs. Ogden L. Mills 

(5) Excerpts from the "Bottlenecks of 1941"— Fort Mon- 
mouth Signal Corps Replacement Training Center 

(6) Truth or Consequences with Ralph Edwards. 

WEDNESDAY 2:30-5:00 
July 2nd 

July 3rd 

July 4th 


July 5th 

(7i Eastern Clay Court Tennis Championships at Jackson 
9:00-10:00 (8) Feature Film "Death From A Distance" with Russell 
Hopton and Lola Lane. 

2:30-5:00 (9,1 Eastern Clay Court Tennis Championships at Jackson 

9.-00-10^0 (10) Variety. 

(II) Julien Bryan, Photographer-Lecturer. 

2:30-540 (12) Eastern Clay Court Tennis Championships at Jackson 

940-1040 (13) Film "Where the Golden Grapefruit Grows" 

(14) "Words On The Wing", a Streamlined Spelling Bee. 

2:30-540 (15) Eastern Clay Court Tennis Championships at Jackson 



HERE IS the television program schedule for Station WNBT, now WNBC-TV, for the week of 
June 30-July 5, 1941, 20 years ago, when the Federal Communications Commission advised 
the station it could go commercial, thus marking another milestone in radio's progress 

faces. Announcers at WNBT includ- 
ed Ben Grauer, Jack Costello, Ed 
Herlihy and the aforementioned For- 
rest. It was apparent that NBC was 
not out to take advantage of any ad- 
vertisers, the problem being how to 
get more people to buy more televi- 
sion receivers. CBS was not yet ready 
for commercial video on July 1- 1941. 
There were only two time classes 
when WNBT's first rate card arrived 
on the desks of timebuyers in the 
purlieu of Madison Avenue — night 
and day — with 6:00 p.m. the divid- 
ing point. Today WNBC-TV I the sta- 
tion's present call letters) has six 
classes and in some cases varying 


17 july 1961 

rates within each of these classes. 

Television homes in the station r s 
area have zoomed from 5. (KM) then to 
5.000,000 now. So even though costs 
have gone up 100 times or more, cir- 
culation is up 1.000 times. On 1 July. 
20 vears ago. an advertiser could 
buy an hour-long video period for 
$120. Toda\ it would cost him 
$10,200. Twent) years ago he pur- 
chased an hour of daytime video for 
$60. Today he shells out $3,500 
for a similar period on WNBC-TV. 

On 23 July 1941. Botany Mills be- 
came the first commercial advertiser 
of a textile product. A contract was 
l Please turn to page 53) 



^ Here's how NAB, TIO, TvB, RAB, BMI, SKA operate, 
who their major officers are, how they are financed, how 
they spend their monies, and who their members are. Although 
most of these six have same membership, functions are varied 

J ust what are the functions of our 
numerous trade associations? Al- 
though each is geared specifically to 
a major area, there's considerable 
confusion even inside the industry 
on what each does, how they are 
financed, who is the membership. 

In the charts on these pages, 
sponsor explains at a glance the ma- 
jor points on six industry groups, 
TvB, RAB, BMI, SRA, NAB, and 

All six are basically supported by 

Broadcast Music Inc. 

OFFICERS^ Chairman — Sydney M. Kaye; president — Carl Haverlin; vice presidents — Robert J. Burton, Jean Geiringer,: 
Glenn R. Dolberg, Robert Sour; comptroller — Edward J. Molinelli. 

BUDGET: about $10 million income a year from which royalties are paid. 

MEMBERSHIP: most U.S. tv and radio stations. 

DUES: none. BMI was financed originally by stock investments of approximately 
600 broadcasters. Average investment was $500. 

MAJOR ACTIVITIES: negotiates performing rights licenses with radio and tv broad 

casters on behalf of certain composers of music. Founded in 1940 by approximately 

600 broadcasters. Prepares and distributes radio programs, pamphlets and brochures 

Carl Haverlin as public service to broadcaster members. 


National Assn. of Broadcasters 

OFFICERS: Chairman — Clair R. McCullough; president — Gov. LeRoy Collins; sec'y-treas. — Everett E. Revercomb; vice 
president for radio — John F. Meagher; vice president for tv — vacant; vice president for government affairs — Vincent 1 
Wasilewski; vice president for industry affairs — Howard H. Bell. 

BUDGET: No figures available. 

MEMBERSHIP: 1,763 am radio stations; 595 fm radio stations; 380 tv stations; foui 
radio networks; three tv networks; 123 associate members. 

DUES: Radio stations dues are determined by a formula based on a station's nel 
sale of time for each preceding calendar year. Tv stations dues are 20% of the 
highest published hourly rate per month. 

MAJOR ACTIVITIES: "The object shall be to foster and promote the developmenl 
of the arts of aural and visual broadcasting in all its forms; to protect its members 
in every lawful and proper manner from injustices and unjust exactions; to en 
courage and promote customs and practices which will strengthen and maintain 
the industry to the end that it may best serve he public." (Article 11, NAB By-Laws.; 



Gov. LeRoy Collins 



17 july 1961 

the same companies. In most in- 
pances the same radio and/or tv sta- 
tions hold memberships, and pay 
dues, in about four of them. 

Although the budget figures in the 
case of SRA and TIO are unavail- 
able, judging from the structure of 
their dues and membership, it would 
be safe to assume that their annual 
incomes ran between $250,000 and 
a half million dollars. This would 
put these six associations somewhere 
in the area of $13 million in annual 

incomes in toto. 

How do they spend their money? 

• BMI— most of BMl's $10 mil- 
lion annual income goes into royal- 
ties to those composers whose music 
the organization represents. The 
rest of it is invested in public service 
radio program production, in pam- 
phlets and brochures, and in protect- 
ing the licenses and rights of com- 
poser members. 

• NAB — with station dues as its 
financial backbone, NAB has been 

instrumental in instituting voluntary 
codes for radio and tv which pro- 
\ ide broadcasters with guideposts in 
determining acceptable programing 
and advertising practices; combat- 
ting discriminatory legislative pro- 
posals against advertising; achieving 
fair labor relations laws and wage- 
hour regulations. NAB also con- 
siders itself the focal point of oppo- 
sition to schemes to convert the 
American system of broadcasting to 
pay tv. 

Radio Advertising Bureau 

OFFICERS: Chairman of the board — Frank P. Fogarty; president — Kevin B. Sweeney; vice president and director of pro- 
motion — Miles David; secretary — Weston C. Pullen; ass't sec'y-treas. — William L. Morison. 

BUDGET: $1.2 million annually. 

MEMBERSHIP: includes radio stations, networks and station representatives. 

DUES: each member station pays as monthly dues seven times the one time one 
minute daytime rate or the daytime hour— whichever is higher. Dues for daytime 
only stations is two-thirds of this figure. Source for these rates is current issue of 
Standard Rate & Data. Minimum monthly dues are $30.00. 

MAJOR ACTIVITIES: sales presentations including budget and strategy recommenda- 
tions. Presentations are directed mainly at advertisers not now in radio; advertisers 
effectiveness studies; brochures and research reports; mailings to members con- 
taining new sales tools and research facts; management conferences "to improve 
Kevin B. Sweeney tlle sales-efficiency of the total effort by member stations"; spring area sales clinics. 

Station Representatives Assn. 

)FFICERS: President — Lewis H. Avery; vice president — Daren F. McGavren; secretary — Eugene Katz; treasurer- 
i'ore; managing director — Lawrence Webb. 


Lewis H. Avery 

BUDGET: figures not available. 

MEMBERSHIP: 20 station representative firms. 

DUES: members pay dues based on their gross volume of business. 

MAJOR ACTIVITIES: conducts spot radio clinics among stations represented by 
member companies; prepares presentations; reports dollar volume figures in spot 
radio, whereby total dollar volume for all radio is possible to estimate; presents 
"timebuyer of the year" awards in N. Y. and Chicago; prepares and places ad- 
vertising campaigns in behalf of spot; devised standardized contract forms for tv/ 
radio; and others. 

ON soli 

17 july 1961 


• RAB — furthering of spot radio 
as an advertising medium through 
sales presentations, sales meetings, 
clinics and conferences for stations 
and/or advertisers. RAB circulates 
printed brochures and research re- 
ports to agencies and advertisers. 
Mailings to members containing new 
sales tools and research facts to help 
salesmen, promotion and sales de- 
velopment staffs. 

• SRA — supported by station rep- 
resentative companies, this organiza- 

tion also directs its efforts toward 
furthering spot radio and tv as ad- 
vertising media. Among its accom- 
plishments in the last few years: de- 
vising of new contract forms for both 
radio and tv; campaigning to get 
stations to adopt a one rate policy; 
prepared and presented several slide 
presentations on spot radio; prepared 
and placed a magazine campaign for 
13 weeks on behalf of summertime 
spot radio; established Silver Nail 
timebuyer of the year award and 

also did many other things. 

Currently SRA is undergoing a 
campaign to establish a central 
source of information for competitive 
advertising, on a more current basis 
than is possible through available 
reports; and a campaign to enlarge 
samples and reduce the number of 
ARB and Nielsen reports. 

• TvB — was founded "to promote | 
the broader and more effective use of 
tv as an advertising medium at all | 
(Please turn to page 53) 

Television Bureau of Advertising 

OFFICERS? Chairman — Glenn Marshall Jr.; president — Norman E. Cash; secretary — Payson Hall; treasurer — Gordon] 
Gray; ass't secy-treas. — Catherine Powers. 

BUDGET: $1.1 million a year. Of this, 77.8% is allocated directly to sales and selling! 
research, sales promotion, etc. 22.2% covers administration of selling effort, servic- 
ing of member requests and conducting of sales clinics. 

MEMBERSHIP: three networks, 239 stations, 16 station representatives and four 
associates (colleges). 

DUES: networks pay $10,000 a year. Stations pay the highest published quarter hour 
rate per month. Reps, pay 6% of the total of quarter-hour rates of all its stations,) 
per month. 

MAJOR ACTIVITIES: consultations, presentations, new research, continuing services 
full library. Annually analyze top 100 national advertiser media preference and 
semi-annually issue up-to-date statistics on tv's basic numbers. 

Norman E. Cash 


Television Information Office 

OFFICERS: Director — Louis Hausman; as&t director — Roy Danish; general manager — Carl J. Burkland; executive editor- 
Lawrence Creshkoff; librarian — Catherine F. Heinz. 

Louis Hausman 

BUDGET: figures not available. 

MEMBERSHIP: 150 tv stations. Three tv networks. National Assn. of Broadcasters. 

DUES: Stations and networks pay highest quarter hour one-time rate quarterly. 

MAJOR ACTIVITIES: "TIO seeks to build two-way bridges of understanding between 
the tv broadcasting industry and its many publics." It publishes and distributes 
special studies and reports to civic and educational groups and opinion leaders, 
assists stations in disseminating information about their special-interest program- 
ming, and provides background information to its members on areas of current 
public interest in television. Current activities include: development of slide pres- 
entations for advertiser and station use. 



17 july 1961 

JEAN SIMPSON, head broadcast buyer for Sind & Sullivan, is shown here going over market and media research figures with Volvo Distributing 
lie. sales mgr. Dave Beesley, and agency president Bob Sind (standing) at planning session prior to start of "staggered" market campaign for Volvo 

l I 

Volvo bounces back with radio 

^ Radio helps Swedish import Volvo recover from set- 
back dealt foreign cars by American compacts last year 

^ Finished last year in 10th place among foreign car 
favorites here. Now, six months later, in sixth place 

tast year, the Swedish Volvo, like 
j)ther imports, was severely kicked 
| n the carburetor by American com- 

"tilion in the small-car field. Sales 
lagged like a flat tire. But the set- 
back was a brief one, thanks largely 

a spot radio campaign launched. 

arly this year, with high octane im- 

According to Volvo's agency — Sind 

v Sullivan ( the advertising affiliate of 

SPONSOR • 17 JULY 1961 

the public relations firm of Edward 
Gottlieb & Associates I , in April, less 
than four months after the current 
air campaign broke, Volvo moved 
quickly out of its 10th position to 
place sixth among the foreign fa- 
vorites. Now, only midway through 
the program. Volvo has ensconced it- 
self solidly in this position. 

Bob Sind. president of Sind & Sul- 
livan, credits much of Volvo's cur- 

rent popularity to the new advertis- 
ing scheme which is paving the \\a\ 
for the little foreigner market by mar- 
ket on a "stagger" system. 

The "staggered" market invasion 
was tested first in Boston in January 
this year. After six weeks it was re- 
newed to 13 weeks. Coincidental with 
the Boston renewal, stations in the 
New York market were bought on the 
same plan — six weeks first followed 
up by a 13-week renewal. Philadel- 
phia was next, and so it went, on the 
same plan, so that, at the present, the 
Volvo story is being heard in these 
markets: Boston, Providence. New 
York. New Jersey, Southern Connec- 
ticut. Long Island. Philadelphia. 
Washington. Baltimore. Miami. Chi- 
cago. Cleveland. Detroit. Los Angeles, 


San Francisco, Portland, Seattle, San 
Diego, Fresno, Denver, and Phoenix, 
Some 100 stations — averaging four 
stations per market — are being used. 
Markets and budgets are deter- 
mined on the basis of dealer organ- 
ization, Volvo's existing share of mar- 
ket, its sales potential and competi- 
tion, and other marketing factors 
which are analyzed by the agency in 
conjunction with the Volvo Import 
people. Budgets vary from 11500 per 

California sports car enthusiasts via 
radio stations in L.A., San Francisco, 
Oakland, and San Diego. 

The current campaign, however, is 
the first in-depth market-by-market 
invasion for the Swedish import. 

Since it's American debut, every 
form of media was tried out for Volvo 
— sporadically, in an attempt to do 
the almost impossible — for a product 
of this kind — an over-all national job. 

This method, says Sind. is "too 

SIND & SULLIVAN head Bob Sind is seen here with (l-r) media buyer Jean Simpson, Volvo 
Import ad mgr. John Kemna, and regional sales mgr. Win Dulles; and Volvo sales mgr. Dave 
Beesley looking over showroom display featuring commercial characters "Fred and Charlie" 

week in some markets to $5,000 per 
week in others. 

The buys include a variety of 20's, 
30's and minutes on personality and 
disk jockey shows. 

Volvo was one of the first foreign 
cars to use air media — back in 1956 
— when under the direction of its 
then agency — Advertising Agencies, 
Inc., San Francisco — introduced Swe- 
den's four-wheeled pride and joy to 

much waste." He strongly recom- 
mended the current market-by-market 
plan which makes it possible, to. as 
the S & S president puts it — to "fish 
where the fish are." 

"For those whose sales goals are 
more modest, great selectivity and 
high concentration of promotional 
effort directed at specific markets is 
needed," Sind told SPONSOR. That 
this approach has proven successful 

in garnering for Volvo its share of; 
the import car market is evidenced in 
these market penetration figures: In 
New Jersey, Volvo represented 4.7% 
of the import car market in January, 
in April, 5.4%; in Massachusetts, 
Volvo had 2.6% of the market in: 
January and 4.6% in April; in Wash- 
ington, D. C, Volvo's penetration was 
0.6% in January and 3.4% in April; 
in Pennsylvania, Volvo had 1.4% in 
January and 2.2% in April. (R. L. 
Polk auto registration figures April 

During the past few years since its 
first exposure to American small car 
fanciers, Volvo sales have, in general, 
reflected changes in the entire import 
car industry. Sales mounted grad- 
ually until it reached its peak in 1959 
— its best year — during which a to- 
tal of 18,000 units were sold here. 

This was not far from the top sales 
goal of 20,000 units. (Although Swe- 
den produces just under 100,OOC 
units, only 20% of this amount is 
slated for American distribution.) 

In I960, the year when all imports 
staggered under the blow of a mass 
invasion of the market by Americar 
compacts. Volvo sales also took a dij 
and the total number of units sold 
tallied up to 14,500. 

In the eyes of the Volvo people, the 
current campaign is tailor-made foij 
putting the little car on the right roac 
to sales success. 

Says David Beesley, sales manager 
of the import car firm, "radio has 
done a great deal to excite and stimu- 
late dealer organizations so that their 
own efforts have increased sizably 
Consumer response speaks for itseli 
in the figures." 

He adds, however, that a well 
turned out piece of copy, or a well 
produced commercial is not enougl 
to do the trick in these days of heav\ 
competition. "Merchandising know; 
how is just as important as the crea 
tive approach," says Volvo's sale? 

With this in mind, each market 
campaign is coordinated with a strong 
promotion drive with dealers conduct 
ed by an itinerant sales promotioi 
team dispatched by each of Volvo' 

Their programs include implemen 
tation of a cooperative newspape 



17 july 196; 

campaign, decorating dealers show- 
rooms with display and point-of-sale 
material, supervising direct mail, and 
creating and executing special trade 
and consumer events. These activi- 
ties are closely coordinated with the 
publicity and merchandising promo- 
dons generated by Volvo's p.r. firm — 
Edward Gottlieb & Associates. 

The commercial copy, although 

Reared at pointing up the car's quali- 

y product features, contrasting it 

vith other economy cars in similar 

>rice categories, is strictly soft-sell. 

t's accomplished in a variety of ways. 

For one, there is the one with 

ound effects. A solid slamming door 

-backed up with announcer talk 

which explains "this is what makes 

olvo a quality car," or, the sound 

f brakes and the announcer's ex- 

lanation "Volvo has big brakes not 

Ice other small cars, etc." Or the 

»und of a heavy rain fall followed 

\ the explaination that "no down- 

onr can possibly hurt (or rust) 

J olvo's seven coats of paint." 

Then there is the two character 
tuation commercial featuring hard- 
■-please and complaining Fred and 
s cheerful fix-it-all friend Charlie. 
1 these the scenes shift from a gar- 
:f where Fred, the mechanic, com- 
ains bitterly, "why don't we ever 
t to work on a Volvo? ' and 
uirlie explains, "Volvo never needs 
pairs" to a prize fight ring where 
ed turns up as the lethargic fighter 
10 "can't keep his mind on the fight 
cause I can't find a good car" and 
larlie eliminates this unhappy prob- 
n for poor Fred by pointing out the 
ractions of Volvo. 
\t least a dozen such situations, all 
lh different settings, but similarly 
I tent in attracting attention, are 
ing used during the campaign. 
The copy also includes dealer traf- 
1. builder facets. For example, point- 
er out dealer contests, car servicing 
flints (by Swedish mechanics). 
Sind & Sullivan president Bob Sind 
*aps it up like this: "Radio has 
1 >ved to be the most effective medi- 
1 l»r our client's advertising. Its 
; lity to provide a high auto-owner- 
s }) audience plus high frequency at 
i cost makes it the soundest adver- 
1 ng buv for this product in most 
rkets." *> 

S)NS0R • 17 JULY 1«)()1 


WW hat's your station I.Q.? How many of these 30 radio stations 

i can you place on sight? Test yourself — take pencil in hand, and, 

(without help from SRDS) in the space below write in its location. 

A real hep timebuyer should easily score 28. A media head — 25. 

And no account man should settle for less than 20. The answers: p. 52. 































•This one u ill give your rating quite a boost. 





Those replying to this week's 
question are: 

. James A. Stabile, NBC TV, 

New York 

• Tom McDermott, Four Star 
Tv. North Hollywood, Calif. 

• Albert E. Marten, lawyer, New 

James A. Stabile, ' p- staff, tv net- 
work. NBC 
What basic rules do you follow in 


I have been asked that question 

many times. The answer always has 

been, and still is. that there is no set 

Know the issue 
and never 
the ability of 
the other side 

or fixed pattern or formula that can 
be applied. And there is no book 
that can teach one "how to nego- 

There are certain fundamentals 
which are of tremendous assistance: 

1. Know the issue or subject 

2. Never underestimate the intelli- 
gence and ability of "the other side." 
Always assume he knows at least as 
much as you do. 

3. Be prepared to "blow the deal" 
if discussions reach the stage where 
it appears that conflicts are irrecon- 
cilable. This involves the ability and 
authority to: 

( a I Have flexibility within an 
over-all framework of terms and 
conditions that would be accept- 
able to management; 

( b I Make a decision with 
knowledge you have management 

4. Above all, apply just plain 
common sense in analyzing and ap- 
praising any situation. 

I learned early in my career the 
importance of knowing the issue or 


subject well before taking an ada- 
mant position. 1 recall an extensive 
and heated discussion which involved 
the privilege of designating a labora- 
tory for the processing of prints for 
a film series. Since the program 
series was of significant importance 
to each side, each insisted upon the 
right to select the film laboratory. 
Under normal circumstances, such 
an issue would never be considered 
vital, but because of the nature of 
the program and the recognition that 
film processing would involve a very 
careful handling of the film that had 
been shot, neither side would yield 
to the other. During a lull, I asked 
which laboratory the producer ex- 
pected to use. To everyone's amaze- 
ment, it was the same laboratory we 
desired to recommend. A simple les- 
son for all: before you argue about 
a particular issue, ask questions and 
ascertain the facts. 

Does one need any specific profes- 
sional or educational background to 
handle a talent negotiating position 
in the broadcasting and advertising 

No. There is a tendency to turn 
to lawyers but a legal training is not 
essential though, admittedly, it is 
helpful. A business administration 
background is equally as effective. 

exec. v.p. in chg. 
Television, North 

Tom McDermott, 

prod.. Four Star 

Hollywood, Calif. 

When Dick Powell, Charles Boyer 
and David Niven established Four 
Star Television in 1952, they had a 

Talent is 
easier to 
negotiate with 
when negotiator 
is talent- 

built-in solution to the problem of 
negotiating with talent. 

There is a high degree of cam- 
araderie existing within the ranks 
of people in the entertainment indus- 

try. When an artist is doing bus 
ness with Four Star, he realizes t 
he is negotiating with a tale 
oriented firm. He knows the pre 
dent, Dick Powell, has many tim< 
been on the other side of the desl 
He also knows that everything po 
sible has been done to present a 
attractive and fair offer. 

This, I believe, is the reason Foil 
Star has been responsible for intrj 
ducing more established talent to tlji 
video screen than any other studl 
in Hollywood. 

Indeed, I have dealt with this pro 
lem from the other side of the feni 
also. Before becoming a partner 
Four Star Television, I spent a gre 
deal of time in Hollywood as a re 
resentative of the Benton & Bowl 
advertising agency. That was in tl 
earlier days of the medium, befo 
the creation of shows was turn 
over to production companies. 

Upon first meeting creative peop 
I was considered an outsider 
watchdog of the client's dollar. Ho 
ever, once actors, producers, a 
writers were aware that I was p. 
of the creative, rather than the sa 
end of the business, an attitude 
trust became evident. 

I am not suggesting that one nee 
to give in to every whim of the fw 
pie on the creative end. But, it 
my contention that if writers, acto 
producers, and directors are treat 
with respect for their initiative, t 
ent, and professional competen 
then these are the qualities uhi 
will be received in return. 

Albert E. Marten, lawyer, specializ 

in show business, New York 
My first tip on dealing with taUl 
for a client is . . . DON'T . . . that 
if the talent is represented by an 
torney, an agent, a personal mai 
ger, or any other professional rep- 
sentative. What's required then i 
personal magician with a flair for 
normal psychology. 

There are many categories of I 
ent in radio and television. Thert- 
commercial talent and show talt 


There are stars or "names : Feature 
performers and extras or "omnies." 
A number of different guilds repre- 
sent the various categories, each with 
its own code and standard player 
contracts. The talent negotiator 
should be familiar with all of the dif- 
fering codes and contracts. 

\\ hen dealing with the over-scale 
ir 'name" talent performing in a 
elevision show, an experienced ne- 
gotiator should have a dossier on the 
itar's track record. What has he 

A negotiator 

.should be a 
magician with 

a flair for 


one lately — and for how much? 
)id his performance rate raves, boos, 
'r something in between? Was the 
\ ci all show good, bad, or what? 

He should obtain the full scoop on 

le star's commercial as well as his 

i-nnal wants and deeds. Is he a 

unedian with "immortal longings" 

> play "Hamlet"? Does he encour- 

ze or shy away from dialogue? 

ig parts or cameos? What kind of 

Ming has he had in the past; what 

nd does he dream of for the fu- 

re? What are his preferences in 

;e way of maids, Cadillacs, chauf- 

urs. valets, makeup man, hairdress- 

. villas, flunkeys, stooges, and syco- 

lants to hold his hand and pat his 

o? What are his tax headaches? 

' When negotiating drifts from bour- 

'ii and bonhommie to reality, use 

is information to formulate your 

oposal, then cut it in half as your 

Bl offer. Sometimes, the hiring of 

-tar's wife, friend, or in-law as a 

I 'layer or "consultant" reduces the 
• i B asking price ... or providing 
1 Be quarts of iced champagne for 
1 disposal after the day's shooting. 
I J tnent in the form of a Riviera va- 
« ion may solve many problems. 

I he most important thing to re- 
i mber is : don't try to make the deal 
yurself — not unless you are a pro- 

sional negotiator, or endowed with 

irt of stone, a brain of steel, the 

"union of a Bridie Murphy, and 

1 abilit) to awaken to 3 a.m. phone 

1 s alert, alive, and alacritous. If 

: do. you may lose your hat, 
bjches. and umbrella. Even the 
P s sometimes do! ^ 


17 july 1961 


to you 
know who! 

Are you aware, sir, that the Tide- 
water is growing 2 1 /£ times faster 
than the nation as a whole? Did you 
know, too, that WHIH has the live- 
liest format, the brightest person- 
alities and the most distinctive news 
and public service programming in 

What we're saying is this: we'd 
love to help you pop millions of 
those tiny little tea leaves into the 
cups and glasses of WHIH listeners. 

Forgive us this brazen superla- 
tive, but we believe we're far and 
away the best chaps for your job in 
the Tidewater area in Virginia. 






Representatives: Avery-Knodel 

^ CANY H,- 

with the 
'BIG CHEESE* in Wisconsin 

Not only 34 million people 

but 2 million cows. 




Reps at work 

John S. Hughes, Avery-Knodel, New York, doubts "if therel 
another business where mutual respect of buyer and seller is 
vital, day in and day out, to orderly business transactions. In broaq 
casting, there are many elements which contribute to this mutut 
respect. Time, of course, is one of them. A seller's knowledge ar 

appreciation of a buyer's pro! 
lems is another. Business-like 
titudes and the realization that 
buyer and seller are actually ei 
gaged in a mutual venture to sei 
their respective clients in the be 
possible way are still other coi 
tributing factors. But this is 
doubt of the most importance 
all: a rigid practice on the pa| 
of the seller of broadcast time 
determine the established prii 
for the time offered, state it clea 
ly at the outset, and adhere to it. Juggling prices because the sell! 
has a 'fourth-rate station' is a poor substitute for salesmanshij 
Such a procedure invites retaliation, ultimately resulting in loss 
confidence and respect, on the part of the buyer and the accou: 

Samuel F. Jackson, Weed Tv, New York, finds a "need for 
closer rep-advertiser association, now that the relationship betwed 
the broadcast rep and the agency is firmly established. The not-to 
long-ago addition of the third tv network, coupled with the intr 
duction of spot participations within network shows, has done muil 
to discourage the advertiser's use 
of flexible national spot advertis- 
ing. The time has come when reps 
must ally themselves more closely 
with the advertiser in association 
with his agency. The rep must 
obtain a closer workiag knowl- 
edge regarding the advertiser's 
specific product problems in rela- 
tion to the selection of markets 
and media. With this knowledge, 
the rep will be better prepared to 
sell the markets and stations he 
represents. Does the dollar the advertiser invests through the r 
and agency realize a profit to him? The rep is the 'broker' of tit 
and should be concerned with the advertiser making the best inve 
ment, rather than be concerned with obtaining the largest ord< 
More attention today should be focused on how much the rep c 
give the advertiser rather than how much he can get from hin 


17 JULY 19* 

4 ■••■•V 


The best way to reach the rich heart of the Central South? 
Through its main TV artery: WLAC-TV, covering a 91-county, 4-state area 
that's pulsing with vast sales potential! 

This virtually unduplicated network coverage (proved by NCS #3) 
and unparalleled local programming maintain WLAC-TV's acknowledged 
position of leadership. ® of course. 


the "way" station t0 the central south 



Nation* Ripre&witttiwi 

>bert M. Reuschle, General Sales Manage 

T. B. Baker, Jr., Executive Vice-President and General Manager 



Facts & figures about radio today 


Radio homes index 
1960 1959 



52.0 51.4 

U.S. homes U.S. homes 

Source: 1 Jan. 1960, SPONSOR; 1 Mar. 
1959. A. C. Nielsen: homes Azures in millions. 

Radio station index 

End of May 1961 

Stations CP's not New station 
on air on air requests 

New station 
bids in hearing* 


1 3,590 1 149 1 521 
| 871 I 208 1 80 

End of May 1960 

1 80 
1 17 


1 3,479 1 86 1 634 
1 727 1 163 1 80 

1 211 

1 42 


FCC monthly reports, commercial stations. * April 

Radio set index 

Radio set sales index 










156,394,544 146,200,000 

Source: RAB. 1 Jan. 1360, 1 Jan. 1959, 
sets In working order. *No current Information. 




May 1961 May 1960 

745,616 548,322 

408,875 463,165 

1,154,491 1,011,487 

5 months 


5 months 


5,313,615 5,901,691 

Source: Electronic Industries Assn. Home figures are estimated retail sales, auto 
figures are factory production. These figures are of I\S. production only. Radios in 
phonographs add another 15-20-% to home sales figures. Figures are subject to change. 


^lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllN IIH' 

By day parts 

The weekly in-home radio audi 

% of weekly % U. S. No. homes 
radio usage radio homes I000) 



% U. S. No. homes Avg. hrs. per 
radio homes 1000) home reached 

Mon.-Fri. morn. 







Mon.-Fri. after. 







Sun. morn. 







Sun. after. 







Sat. morn. 







Sat. after. 







All evenings 







12 Mid.-6 a.m. 







24 hr., 7-day total 







Source: XRI. 27 Feb. -5 Mar., 1961. East and Central Time Zones: New York time. Pacific Time Zone: local time. 



17 JULY 19' 

Out of sight, out of home 

We were counting our blessings the 
other day and got as far as 
Winneshiek. We started with Allamakee, 
and went trippingly through Chickasaw, 
Keokuk, Muscatine, Poweshiek, and 
twenty-eight other fine old American 
names of counties in our primary radio 
service area. The count: 397,032 auto- 
mobile registrations. 

For all of WMTland— the 61-county 
area NCS $2 awarded us — the total is 

Statewide average is 2.2 persons per 
registered motor vehicle. Iowa's 112,000 
miles of roads and streets support 33 mil- 
lion miles of travel every day, which par- 
tially explains what happened to us on 
the way to the studio this morning. We 
were struck — by out-of-home listening to 

When you add all that traffic (8 out of 
10 cars have radios, we read some place 
years ago) to the 470,000 radio homes in 

WMTland, more than half of which listen 
to WMT at least once in a while, you just 
can't avoid the conclusion: 

We need more traffic lights. 

WMT. CBS Radio for Eastern Iowa. 
Represented by the Katz Agency. 
Affiliated with WMT-TV, 
Cedar Rapids — Waterloo; 
K WMT, Fort Dodge; 
WEBC, Duluth. 

onsor • 17 july 1961 







*MISSALAND — thirty-six counties in 
Mississippi and Alabama covered by 
only one television station — WTOK-TV 
Facts prove that WTOK-TV offers adver- 
tisers one of the nation's most efficient 
media buys. Before completing your 
next market list, take a close look at 
MISSALAND and WTOK-TV. Here's why: 

• 159,400 Television Homes 

• $530,093,000 Retail Sales 

• $796,636,000 Effective Buying 

C'opr. 1961, Sales Man- 
agement Survey of Buying 
Power, further reproduc- 
tion is forbidden 





•O'l'NG co«p* Nr 


National and regional buy, 
in work now or recently completet 



Procter & Gamble Co., Cincinnati, is expanding the market list fc 
Salvo, tablet type detergent, as the new product continues on it 
way toward being a leader in the detergent field. New markets aij 
in New England, Texas, Ohio and Indiana. Placements are for bot 
day and night minutes, depending upon the market. Buyer: Die 
Thompson; Agency: Leo Burnett. 

Scot-Towels has taken availabilities for nighttime fringe minute 
to go into a 13-week campaign beginning the end of July. Buyei 
Ross Tompkins; Agency: JWT. 

Instant Chase and Sanborn coffee will break the first week 
September in all time segments on the east coast and the midwe 
for a 13-week campaign. Buyer: Jayne Shannon; Agency: JWT. 

General Foods is going heavily into a campaign for Gravy Traj 
dog food. The schedule is being placed for prime time chain break 
and night fringe minutes for three weeks beginning the end of Jul! 
Buys are for the 100 top markets. Buyer: Stewart Hinkle; Agencj 

Dennisons Foods will have a mid-August start for a campaign cc 
ering the company's general food line. The buys will be placed 
western markets for daytime minutes. Buyer: Jim Stock; Agenc] 

Best Foods' mayonnaise on the west coast along with Hellman 
mayonnaise on the east coast are mounting spot activity beginnii 
about now (mid-July). They will use daytime minutes. Buy^ 
Lynda Salzburg; Agency: D-F-S. 


Hess & Clark, Milwaukee, is placing a summer and fall schi 
for nf-180 feed' additive for poultry and swine. The purchase 
rural markets with large concentration of poultry and swine. Buyi 
Ed Ritz; Agency: Klau-von Pietersom-Dunlap. 

Azco, Cleveland, goes into a four-week campaign beginning 
August for New Idea Farm Equipment division which makes on 
manure spreaders. Buyer: Rosaly Goudek; Agency: McCann-M; 

Rambler will use traffic time as it breaks into the top 25 mark- 
shortly. The time segment will be both minutes and 30's. They VI 
take it on Wednesdays, Thursdays, and Fridays. Buying is done 
the Rambler group at GMM&B. 



17 JULY 19- 


(Continued from page 31) 

lion, is a thing of the past because of 
in Ampex accessory — AMTEC, an 
expensive but important gadget re- 
cently developed. AMTEC. in simple 
anguage, is a picture straightener. 
t is an automatic watchman that puts 
he kibosh on skewing, scalloping and 
lorizontal line displacement. CBS 
vas one of the first to avail itself of 
he AMTEC. It is using it in con- 
unction with the Inter-Sync signal 
vnchronizer. AMTEC costs $7,750. 
Still another spectacular engineer- 
ng improvement in tv tape circles 
- SE, an accessory for the tape re- 
order which outmodes tape cutting 
nd splicing. Engineers say it re- 
loves all need for cutting and splic- 
ig of tapes, making the editing job 
completely "hands-off" operation 
mtrolled entirely by push-button 
ectronics. Production people pre- 
ict that this accessory will be a great 
sip in the insertion of new commer- 
ials, scenes, and the correction of 

The new four-and-one-half-inch 
iiage-orthicon camera, weighing less 
;an 100 pounds, is also a plus factor 
weighing the merits of taping com- 
'•rcials and programs. These Am- 
\ Marconi IV cameras have been 
stalled at CBS TV both here and 
i the West Coast: Video Tape Pro- 
i ti« ms of New York; Teletape Pro- 
1 I ions, Chicago: International Vid- 
•'ape Productions. Beverly Hills and 
i major stations in the land. 
In the past two years, the tape in- 
< stry has made excellent technologi- 
„>4 progress in terms of reducing 
Ists and in the economy of equip- 
i nt and personnel, according to 
^illace A. Ross, director of the 
lerican TV Commercials Festival. 
I scifically, he pointed to the Inter- 
file method of editing which has 
I iwed, for, first, experimentation 
I I then development of finished 
cnmercials of increased qualitv. 

I a|>e commercials last year won 
n re awards than it might have un- 
d less favorable atmosphere, ac- 
» cjding to Ross. The judges, he said. 
* e inclined to give encouragement 
t'this new medium. Of a total of 

I 25 entries, there were 83 tapes 
•" ired in the 1960 competition. Most 

jthem came from some 10 major 

I I I action companies. Of 250 final- 
(top contenders for awards) 


there were 31 tapes. Among the 
award winners in various product 
categories and Citations for Crafts- 
manship there were 15 video tapes — 
about 31% of the award winners. 
Ross described this as a splendid 
record. He said the tapes were found 
to be excellent for demonstration and, 
as a matter of fact, one of them won 
the Citation for Demonstration 
I Standard Brands Fleischmanns 
\east through J. Walter Thompson) 
produced by the now-defunct Elliot. 
Unger and Elliot video tape subsid- 

Ross said the recently-held 1961 
competition had a much higher total 
of video tape entries, 135, in all, of 
a total of 1,352. There were entries 
from NBC, CBS. NTA. Video Tape 
Productions of New York and Gen- 
eral Television Network. Of 250 
finalists, 34 were tape entries. Of the 
award winners in various product 
categories and Craftsmanship Cita- 
tions, 13 were on video tape. This 
is approximately the same number 
of finalists and winners as last year. 
According to Ross, tape has made a 
greater impact in the local station 
markets than among major network 
advertisers who. in many instances, 
have experimented and then returned 
to film. Ross feels that the newer 
technological developments should 
make for a more polished result and 
may well bring tape the great com- 
mercial activity that was originally 
predicted for it. 

Ross' statement that local stations 
make great use of tape in advertising 
is borne out by numerous affidavits 
from smaller markets. Enterprising 
stations now regard their video tape 
equipment as more than an item of 
convenience. Stations are making 
money as well as saving money with 
their tape equipment. They are going 
after advertisers with "sneaky pitches" 
and in many instances converting 
"tough customers" into enthusiastic 
audio-visual sponsors. 

What are the lasting qualities of 
taped spots and programs? It is too 
early to predict how long video tape 
will last but it is generally agreed that 
nobody yet has had tape go bad from 
age or storage. Chemists offer a 
rough figure of 10 years for the last- 
ing properties of a roll of tape. A 
rule of thumb for its usage, when 
treatedlv gentlv. should be about 100 
passes across the head. 

Located in the 
exclusive hotel area of 







Corner 58th St. & Avenue of the Americas 


In its location, service, atmosphere and 
reasonable rates, it's the ideal hotel- 
home for transient and permanent 
guests. Single $9 to $12. Double $12 
to $16. 2-room suites from $18. Lower 
rates by the week or month. 

Wrire for brochure and map of 

New York's most fascinating places 

to see and things to do. 

James A. Flood. Manager 

S1NSOR • 17 j UL Y 1961 



and see 

how to be a 

champion in the 

city of champions! 

Champions always lead the 
league in averages. Your 
product can do it if you 
choose the top team, WTAE. 
Find out exactly how far 
WTAE is ahead of the oth- 
ers in Pittsburgh by check- 
ing your Katz man for the 
averages. Also, ask him 
about the overwhelming 
switch to WTAE by the 
most knowing local adver- 
tisers. It's hard to stop a 
trend, and the overwhelm- 
ing trend in Pittsburgh is 
to the Pittsburgh Televi- 
sion Champion, WTAE. 





mwHj^iH rirrseutc. 


When video tape first arrived, it 
was said by some that its costs would 
rise as much as 45% or more than 
film because of handling charges. 
This is no longer true, according to 
video tape rooters. The cost of copies, 
for example, once regarded as high, 
is now down as much as 30 r / . 

Currently, there is one significant 
video tape maker on the scene and it 
is 3M — Minnesota Mining and Manu- 
facturing Co. 3M sells its hour-long 
reel today at $233.60. It was origi- 
nally priced at $306.77 but its users 
feel the price is still too high. 3M 
will undoubtedly get some vigorous 
competition in the near future from 
several other companies planning to 
sell video tape on a commercial basis. 
Reeves Sound Craft has been making 
tape on an experimental basis for 
various users including the United 
States Government and indicates it 
is on the brink of releasing a video 
tape product that should be as good 
as 3M's. Also expected in the field 
is EMIUS, owned by Capital Records. 
Orradio Industries, a division of Am- 
pex, expects to market an "Irish 
Brand" video tape as a competitor of 
3M's "Scotch Brand." There is also 
talk of Audio Devices making tape. 

There has been considerable syndi- 
cation of video tape shows. CBS 
Films is syndicating The Robert Her- 
ridge Theatre, for one. Said Sam 
Cook Digges, administrative vice 
president of CBS Films Inc.: "Video 
tape offers many advantages, to be 
sure. When used in the Bob Herridge 
style — that is, shooting each episode 
straight through as if it were a liv3 
production — original production costs 
are lower than film." Digges hastens 
to add that in the area of internation- 
al sales, costs become greater than 
film because of such problems as con- 
version, shipping expenses and higher 
residual payments. 

At NBC TeleSales, which services 
the needs of clients in video tape 
production, business has doubled in 
black-and-white activity in the past 
12 months, according to Jerry Mad- 
den, director. There has also been 
a sharp increase in the use of color 
in taped commercials, according to 
Madden. "As agencies become more 
familiar with the mechanics of tape 
and start exploiting its flexibility. I 
think that a lot of the negative reac- 
tions will disappear," Madden said. 
"You cant approach tape as you ap- 

proach film. If you follow the rulej 
of tape, you can't miss." Madder 
said the tape commercial business had 
grown from literally zero to an estij 
mated gross of over $10 million. 

"At the outset, most agencies use<j 
tape for one of two reasons: one — il 
was faster; two — it was cheaper,] 
Madden said. "Gradually as they be 
came more familiar with tape tecr 
niques, they realized that they no^ 
had tools to achieve exceptional ar 
tistic quality. At this point tape cor 
mercials really started to come int| 
their own." 

Has tv taped proved its use? Th 
consensus is yes, an unqualified y< 
but what's ahead is far more glij 
tering, according to experts. Twl 
years ago, George K. Gould, thel 
president of NTA Telestudios. an 
now president of MGM TelestudioJ 
waxed rhapsodic. "The more I woi 
with tape, the more I love it," he e:| 
claimed. Last week, he was asked 
he had reason to change his min^ 
His answer: an emphatic no! 


[Continued from page 34) 

a. Be friendly and dependable! 

b. Be sincere and considerate. I 

c. Be congenial and clever-l 
speak intelligently, but mo| 

d. Don't pick a fight but doij 
run away from controversy.! 

e. Surprise your audience oft^ 
but don't shock or embarra 
listeners ever. 

3. Audience participation is a majl 
factor — Let listeners help in pla 
ning and putting your prograi: 
on the air. Ask the audience 
supply everything from news til 
to musical selections, jokes, rjj 
dies, and opinions on the gre 
problems of the day. In you ci 
or town, I am sure there is I 
broadcast minded doctor — a lal 
yer — a world traveler — a scid 
tist — a philosopher — any of the 
people can be encouraged to pi 
pare capsule features that yl 
could run daily on your stationl 

4. Encourage the Spirit of Compej 
tion and involvement by inaki 
programs competitive, and broa 
casting games and features tlj 
invite intelligent participation. 

5. Appeal to basic interests and 
sic emotions. Make your micl 



17 JULY V. 


Take TAE and see 

how to be a champion in the city of champions! 




big mimioH m. iNPirauMH 


phones a meeting place for words 
about war and peace, love and 
hate, religion and the irreligious 
— self preservation and self-de- 
struction — How to pinch pennies 
and how to make millions — 
Laughter and tears — cats — dogs 
— babies — everything from Mari- 
lyn Monroe to the Monroe Doc- 
6. Operate on theory: Listener 
should be interested but, it's your 
job to make him so. Be positive 
— affirmative — speak out as a 
foreground voice — not as a back- 
ground sound. 
All of this will require a creative 
approach to broadcasting: Original 
thinkers operating in a permissive 
atmosphere — to produce programs 
that are significant and meaningful. 
The sound of a creative station is 
nothing more or less than the re- 
verberation of creative staff mem- 
bers. The creative person is imagina- 
tive, curious, and endowed with a 
certain independence of spirit and of 

The creative person has the ability 
and the courage to follow his own 
judgment asainst the crowd if need 

We adults usuallv shrug off the im- 
portance of creative thinking by say- 
ing — "Oh, that's for kids and artists 
and scientists — but not for me — just 
a small town North Carolina broad- 

But let me emphasize: Creativity is 
a part of everyone's birthright. And 
if you exercise your creative talents 
every time you play a record — or de- 
liver a newscast — or go to call on a 
customer — or every time you put a 
program on the air — it will pay big 

Don't stifle creativity with a set 
of hard and fast rules that block all 
original thought. At the same time — 
we must provide leadership and guid- 
ance so that the creative members of 
our staff all work together as a team 
— and all try to reach this same pro- 
graming and sales goals. 

One of the saddest things in the 
world to me is to hear a 21-year-old 
who has never heard a thought-pro- 
voking broadcast in his short life say 
— in all deadly seriousness — "The 
only thing people want to hear from 
a radio station is top 40 and news on 
the hour." 

Think how barren, how sterile, 
how empty life is for such a broad- 


caster — and how bleak his future. 

If we really want to beat our com- 
petitors — get more audience — more 
business — more community accept- 
ance — we have to tailor our services 
to fit the requirements of our listen- 
ers and anticipate needs — even when 
the public has not expressed any feel- 
ings in the matter: 

People don't always analyze why 
they like or dislike a radio station. 

They merely react to what is 
broadcast — and if they like it they 
keep listening. And if they dislike it 
they turn to another station — or quit 
listening altogether. 

Now what keeps a listener happy — 
what keeps him tuned to your spot 
on the dial? 

You must satisfy basic needs. And 
you must continue to search for new 
needs every day — and for ways to 
satisfy them! 
A. Time, weather, traffic, news, 

Answers to 'Where 
Are They?' 
quiz, page 41 

WAVE— Louisville, Ky. 
WCBM— Baltimore, Md. 
WEEI— Boston, Mass. 
WEBR— Buffalo, N. Y. 
WING— Dayton, Ohio 
KCMO— Kansas City, Mo. 
KNEW— Spokane, Wash. 
WPOR— Portland, Me. 
WGAL— Lancaster, Pa. 
WWDC— Washington, D. C. 
WWEN— Don't know 
(we made this one up) 
WGBS— Miami, Fla. 
WTIC— Hartford, Conn. 
WWRL— New York City 
KIXL— Dallas, Tex. 
KRKD— Los Angeles 
W0K0— Albany, N. Y. 
WJAS— Pittsburgh, Pa. 
WGN— Chicago, III. 
KFRB— Fairbanks, Alaska 
KTAR— Phoenix, Ariz. 
WABB— Mobile, Ala. 
WTAR— Norfolk, Va. 
KYW— Cleveland, Ohio 
WDGY— Minneapolis-St. Paul, 

WTIX— New Orleans 
KISN— Portland, Ore. 
WHO— Des Moines 
WTOP— Washington, D. C. 
WXYZ— Detroit, Mich. 

sports, these we know. 
B. But have you sought to satisf 
needs not so apparent such as i 
the adviser on family problems 
the adult educator, the purveyo 
of vacation information, job op 
portunities offered by the Stat* 
Employment Service, good book 
for summer vacation reading 
easy to prepare summer food: 
singing time shows, spelling ba 
joke telling sessions? And ev 
more serious matters — such as ii 
depth studies of state, nation 
and international problems? 
In his Motivational Research Stut 
ies, Dr. Conrad Dichter has pointe 
out clearly that a listener has a del 
nite image of your station in h 
mind when he tunes in. He expec 
you to perform certain sound servi 
for him: 

If over a period of time you a 
not getting as many listeners as yo 
would like, don't blame the audienc 
Blame yourself. Examine your pr 
graining, your commercials, yoi 
personalities. How much are yt 
doing that people want? What a 
you failing to do tliat people ivou 
like to hear? What are you doi: 
that irritates listeners, causes a 
tagonism or boredom or indiffe 

These are tough, bed-rock que 
tions vou must ask yourself. And 
you still envy the competitor do\^ 
the street who gets more audien 
and business than you — don't ratio 
alize about it. Don't offer yoursij 
excuses. Face facts. Look yours* 
in the eye. Listen to your radio st 
tion. See why and how it is failii 
to do as well as you would like. 

If you make necessary changes 
and you get to the point that you cj 
listen to your station and say- 
honestly enjoy listening! I look U 
ward to tuning it in every day," 
Then I'll wager ten to one that yo 
community will begin to feel t 
same way. 

One day a program director fn 
Miami asked me how WSB stood I 

I told him that we were first- 
all rating services. "Well." sal 
this Program Director from Miar 
"I don't understand it. I've been I 
tening to your station for two da 
And I have yet to hear anything s<; 

I said— "Well, what did you | 


17 JULY 191 

And he said — "Well, if you're first, 
i guess I expected some fireworks 
nd bell ringing and a lot of noise." 

I then asked this young man if 
uring his two days of monitoring 
,ur station if he had enjoyed listen- 
ig — if he were comfortable — if our 
rograming satisfied him? 

"Oh, yes," he said. "I found it so 
is\ to take, the hours just seemed 
i slip by. I didn't hear a single 
ling that I could object to. And I 
inda wanted to keep listening be- 
iuse I didn't know what was coming 
>xt that might prove interesting." 

"There's the answer to our number 
,ie rating," I said. "We are in the 
.oadcasting business to satisfy the 

seds of our listeners. To make them 

■mfoitable. To help them enjoy 
^tening. And to convey the impres- 

in that something unusual might be 
,i at any moment.'' 

Let me show you a few ways you 

\n be different — and be successful 

it. ^ 

i Next week broadcaster Ellis will 
we up in detail the 15 "don't" 
fed on page 33 of this issue in 

m ing how to run a "first-class 
I tion that will make money.") 


{Continued from page 35) 

signed between Norman D. Waters 
and Associates and NBC to present 
"Fashion Discoveries in Television" 
over WNBT. The fashion show, a 
first in television, received an enor- 
mous amount of space in the metro- 
politan press, notably The New York 
Times, which described it as another 
move in the city's campaign to be- 
come the fashion center of the world. 

Waters, whose agency is now a di- 
vision of Friend-Reiss Advertising, 
was also president of the American 
Television Society, forerunner of the 
present-day Radio-Television Execu- 
tives Society. Waters wrote, directed 
and produced the first fashion show, 

At the end of the year, WNBT was 
still the only tv station broadcasting 
commercially in New York City and 
it numbered among its clients Bulova, 
Adam hats, Gold Mark Hosiery, Bo- 
any neckties, Frank Lee Hat Co., 
Bloomingdale's and A&S, Bamberger, 
RCA and the Hat Style Council. 

Already there were complaints that 
what television lacked was color. ^ 


{Continued from page 38) 

levels ... to inform present and pros- 
pective advertisers concerning the 
productive use of tv advertising and 
to foster continued progress and de- 
velopment of television as a medium 
of advertising." The bureau spends 
a major portion of its annual budget 
on sales and selling research and the 
rest on the administration of the sell- 
ing effort and the servicing of mem- 
ber requests and conducting of sales 

• TIO — the youngest of this group 
of trade organizations, TIO was cre- 
ated as an arm of the NAB to bridge 
the gap of "understanding between 
the tv broadcasting industry and its 
many publics." The organization 
does a public relations job on behalf 
of tv. It publishes and distributes 
special studies and reports to civic 
and educational groups and opinion 
leaders, assists stations in dissemi- 
nating information about their spe- 
cial-interest programing, and pro- 
vides background information to its 
members on areas of current public 
interest in tv. ^ 


Channel 8 delivers a rich, 
busy 28 county area that in- 
cludes The Tampa-St. Peters- 
burg Metropolitan Market 
— Florida's 2nd and the 
nation's 28th Retail Sales 

UianneS O 




17 july 1961 

"Challenge" created by WFLA-TV is a continuing series of docu- 
mentaries in dimension focusing on ordinary people in extraordinarv 
pursuits — from the issue of Discrimination to Education; from Beauty 
Queens to Population Explosion; from Harbor to Highroad. Its pur- 
pose: to interpret to the community we serve the many activities that 
serve the community. 

The response of the public has been tremendous — and immensely 
satisfying to us. And "Challenge" is only one of hundreds of docu- 
mentary public interest programs produced on this station and 
applauded by the public. 

"Challenge" is available to advertisers — another reason to spot your 
product or service on WFLA-TV. Rates and information on request 

v*tfta--h/ M 




A GET-TOGETHER of I I ABC TV web execs and o&o managers took place in San Francisco 
27 June to discuss plans for newly set up ABC TV National Station Sales. They are (first row, 
I to r), Selig J. Seligman, pres., Selmur Productions; James J. Riddel I , ABC v. p. in charge of 
western division; Simon B. Siegel, financial v. p., AB-PT, and ABC v. p., treasurer; Theodore S. 
Shaker, v. p., gen. mgr., ABC TV National Station Sales; Stephen C. Riddleberger, v. p., o&o 
stations; Charles DeBare, general counsel, o&o stations. Second row (I to r), David M. Sacks, 
ABC v.p., gen. mgr., KGO-TV, San Francisco; Joseph Stamler, v. p., gen. mgr., WABC-TV, New 
York; John Pival, president, WXYZ, gen. mgr., WXYZ-TV, Detroit; Sterling C. Quinlan, v.p. in 
charge of WBKB, Chicago; Elton Rule, v.p., general manager, KABC-TV, Los Angeles 


A STUNT i:i air for Jess Cain, morning radio man, WHDH, Boston, as his "The Look Of 
Eagles" and "Cain's Caper" bring renown to the station over the bay and beaches of Boston 

Humble Oil is lining up a speeu 
spot radio campaign for its soutl 
ern markets. 

The account is handled by McCani 

Campaigns: Pacific Ocean Pt 

I F&S&R ) will use television spoil 
throughout the summer to augme 
its radio advertising. 


bert Fisher to advertising and sal 
promotion manager for Lincoln-Me 
cury division of Ford. 

Deceased : William N. Connoll 

public relations v.p. of S. C. Johnsc 
& Son and former chairman of t| 
board of ANA, died Sunday night, 
July, following abdominal surgery.. 


Geyer, Morey, Madden & Ballai 
has adopted the instant bar 

WGN, Chicago, takes place as Ward L. 0" 
executive v.p. and general manager 
comes 200 broadcasting and civic lea( 


guished service award is William J. I" 
(r), general manager of WILX-TV, Jack 
Mich. Presenting the award is Bill Day, cr 
man, Economic Development Comm! 


Iraft system for tv stations — an 
irrangement it's had in effect for 
adio stations the past three 

The way this works: the station 
omputes the net amount due it for 
le past month from a GMM&B cli- 
nl. inters the sum on a sight draft 
>rni furnished by the agency and 
cposits the draft at the station's 

ink. like a regular check. 

gency appointments: Liebmann 

i rw cries to NL&B . . . Barden- 

iti's Wine Cellars to Katzif- 

eorge-Wemhoener Advertising, 

' . Louis . . . Italian Line to 

HCC&A from C&W . . . Flex-Let, 

u\ idence, R. I., to the Irving Berk 

vision of J. M. Kesslinger & 

<soriates . . . Wilson to Compton, 

ticago, from Roche. Rickerd & 

ear) . . . Buckeye Foods to Byer 

Bowman Advertising, Colum- 

s, Ohio . . . F&L Food Products to 

'impton, San Francisco division 

)| . General Fiber Box, West Spring- 

lld. Mass.. to E. J. Hughes, Spring- 

ijld. Mass. . . . Outboard Marine to 

Baker/Johnson & Diekinson, Mil- 
waukee, for the special products divi- 
sion's new line of boats and trailers. 


Newman, from WTRY. Tr<>\ : 
Sandy Gassman, from Gumbinner; 
James Weshler, from Hoyt; all to 
the timebuying department at La- 
Roche . . . Walter H. Lurie to ex- 
ecutive v.p. in charge of the inter- 
national division of Grant Advertis- 
ing from senior v.p. and account 
supervisor, same agency . . . Eugene 
A. Raven to FC&B as account super- 
visor from Trans World Airlines from 
v.p. and account supervisor at 
EWR&R . . . Richard E. Fischer 
to director of radio and tv at Winius- 
Brandon, St. Louis from chief time- 
buyer at C-E, Detroit . . . Richard 
R. Rendeley, executive producer in 
charge of radio and tv at Hicks and 
Greist, has resigned . . . William H. 
Monaghan to the account executive 
staff, Harold Cabot, Boston . . . 
Ralph Kanna to radio-tv director, 
William Schaller, West Hartford, 
Conn. . . . Robert Carley to v.p. 

and account supervisor, Y&R, from 
president of Fitzgerald Advertising, 
New Orleans . . . Frank E. Heaston 
to marketing director for the entire 
agency at Gardner . . . Gerald Ep- 
stein to media analyst, Wade Adver- 
tising, Chicago, from media research, 
GMM&B . . . Leonard Goldberg In 
BBDO N.Y. as coordinator of broad- 
cast media and planning; had been 
with ABC TV and NBC TV. 

They were elected v.p.'s: Allen 
Dueovny, radio and tv director, and 
Newt Stammer, account executive 
for RKO General have been elected 
v.p.'s of D'Arcv. 

New : Mrs. Mary Agnes 
Schroeder and Mrs. June MeClain 

have been elected at the new 
agency, Post & Morr, Chicago. 

Kudos: David Wermen, president 
of Wermen & Schorr, Philadelphia, 
was the recipient of one of a total of 
four first awards and six citations 
presented to the agency in the First 
{Please turn to page 62 I 

JPOINTMENT OF Harrington, Righter & Parsons as national sales rep for KETV 
I'), Omaha, takes place as Eugene Thomas, v.p., general manager, KETV, and Turk 
I hter (I to r) sign contract. Standing (I to r) KETV sales manager Ben Mc- 
llghlin and John Dickinson, v.p., director of business development for the rep firm 

pinned on guests Charles Csrlus and Mrs. Libby Sher- 
man of Evans Young Wyatt Advertising by Dot+ie Vaught 
of WFAA-TV, Dallas, at preview of summer programing 




San Francisco 
Night and Day 

Combine all your spots— prime time minutes, morning ID's, afternoon 
20's, film, live and videotape commercials— for the most advantageous 
Penetration Plan discounts in San Francisco. 

Additional discounts on 13, 26 and 52-week night and day penetration schedules! 

Call KTVU or H-R Television Inc. for excellent availabilities in live sports, 
The Play of the Week, high-rated live, syndicated and kids shows. 



SAN FRANCISCO • OAKLAND One Jack London Square. Oakland 7, California 



17 JULY 1)1 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


17 JULY 1961 
Canrrlfht IMI 

The get-tough policy at the FCC carried on with actions against WINS, New 
York, and against multiple-owner Crowell-Collier. 

Meanwhile, the Appeals Court upheld the FCC's cancellation of the Miami channel 10 
license for allegedly improper approaches to former FCC Commissioner Mack. 

The Commission took another step toward requiring that stations discover and meet 
the needs of the communities they serve. This came in the form of rulemaking on pro- 
posed new license and station-sale application forms. Stations wishing to make major 
changes, such as power increases, would also have to undergo the questioning. 

It was another unsettling week for broadcasters on the Washington front. Add to all of 
this the fact that FTC chairman Paul Rand Dixon was continuing his own private get- 
tough campaign. He revealed that he plans to ask Congress for money for his agency, 
much of which would be used to scan more ads — and more closely. 

The Appeals Court decision in the Miami channel 10 case approved the "death 
sentence" for National Airlines subsidiary Public Service Television. 

The FCC had disqualified the current occupants of the channel, two others of the original 
applicants, and had voted to give the channel to the sole remaining applicant by default, L. B. 
Wilson, Inc. 

Main thrust of this decision, though it is likely to be appealed, was in the very strong 
language with which the court backed the FCC. It is sure to stiffen the FCC attitude in 
similar cases pending. It will also set legal precedents for strong FCC regulatory actions 
in other directions. 

The new proposed license renewal forms, though much changed from a previ- 
ous FCC proposal, still carry out the same broad philosophy. 

They are solidly based on and even make reference to the FCC's declaration of program 

A concession was made, in that forms will be different for tv and for am-fm radio. The 
seven programing categories are retained. Applicants will have to break down time as between 
the seven, with credit given for as little as one minute. 

The industry is expected to react violently in filing the deadline which has been set 
for 7 September. Nevertheless, the voting of Commissioners — only commissioner Hyde dis- 
sented, and only TAM Craven reserved the right to vote against final adoption — lends little hope. 

WINS, seeking renewal, was hit with payola charges and Loew's, seeking to sell 
WMGM to Crowell-Collier, was advised of scare programing charges against Crowell- 
Collier, the prospective buyer: both Crowell-Collier and WINS must have some good 
answers, or the sale and renewal will go to hearings. 

The FCC charges WINS with knowing about payola to employees without stopping it. 
and also with sharing in the payments from record companies. Crowell-Collier is charged 
with "vulgar, suggestive or in bad taste" programing, and in scaring San Francisco and Los 
Angeles with broadcasts about an amoeba being loose in the two harbors. 

The Commission didn't describe the "bad taste" broadcasts, but offered to make tapes 
available privately to Crowell-Collier. 

ponsor • 17 JULY 1961 


Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


17 JULY 1961 

Copyright 1981 



National spot film, which was in the doldrums for a year or two, now appeal 
to be staging a bright comeback. 

Colgate was reportedly out this week looking for good time for a film series in which \i 
guarantee sponsorship 26 weeks over 52. The show: Screen Gems' Shannon, and the agency 
Norman, Craig & Kummel. 

Then Duffy-Mott (SSC&B) too is understood to be on the hunt for half -hours for an u;j 
disclosed show. 

North American Van Lines (Biddle Adv.) is far more advanced in this direction: it wl 
definitely move Championship Bridge from ABC TV into national spot in about 100 marken 
for 26 weeks in January. 

Storer's new unit, Storer Programs, has bought Divorce Court from KTT\ 
Los Angeles, for an estimated $1.5 million. 

Price includes 130 full-hour episodes and syndication contracts with 28 stations as well i 
all future rights. 

As the first move made by Storer Programs to put it in business, this is an investment i 
a successful property that can draw ratings and be delivered to stations at a reasonable pris 
for use as a spot carrier. 

In fact four of the five Storer stations already have the show, so in part Storer is jit 
buying back those contracts. 

Storer Programs will be headed by v.p. Terry Lee; Joe Evans is leaving WSPD-T, 
Toledo, to become general manager; offices will be in New York, Chicago, and Los Angel. 

CBS Films likes the results of its first set of international appearances so mu i 
that they may become a regular occurrence. 

Raymond Burr visited Stockholm and Melbourne in June on behalf of his Perry Masi 
series, first time CBS Films has sent a star abroad for an internationally syndicated show 

Incidentally, Perry Mason, sold in 24 countries, is CBS Films' biggest seller in the ent ■ 
tainment field. 

But note this: its all-around international best seller is an information sho, 
Twentieth Century. 

Many top execs at NTA have been moved around since Leonard Davis moved 1 
as chairman and president. 

Berne Tabakin became exec, v.p., Bob Goldston was elected business v.p. and Leon Pi 
became treasurer. 

Also, Vernon Burns is in charge of new production, and Remi Crasto becomes geneil 
foreign manager. 


U. S. telefilm exports to Latin America are expected to shoot up consideraly 
in the next few years. 

The main stimulant: the growth of commercial tv stations there (For details, see SPO- 
SOR WEEK, page 11.) 

SPONSOR • 17 JULY lfl 

FILM-SCOPE continued 

Official Films racked up $1 million right off in re-run sales of three of its five 
off-network properties. 

Peter Gunn, Mr. Lucky, and Yancy Derringer were sold to WNEW-TV, New York ; KTLA, 
Los Angeles, and WGN-TV, Chicago, plus seven other stations. 
Official's new syndication sales chief is Robert E. Behrens. 

Jayark Films figures that retail sales of Bozo merchandise will climb to $51 mil- 
lion next season. 

During the 1960-61 season the retail value of merchandise licensed by Jayark for the 
Bozo the Clown character was $17 million. 

Among thirty manufacturers with Bozo franchises, handled through Don Gardner Associ- 
ates of Hollywood, are Allison, Audio Creations, Roy Berlin, Hassenfeld Bros., House of Pa- 
per, Ideal Toy, Knickerbocker Toy, Pez-Haas, Polly Prentiss, Transogram, Western Printing 
and Litho, and Capital Records. 

The 208-part tv cartoon library is now playing on nearly 200 stations. 

Recent renewals are from WWJ-TV, Detroit; WHDH-TV, Boston, and WCCO-TV, Min- 

Banner Films' A Way of Thinking with Dr. Albert Burke, now syndicated in 
20 markets, gets treated to a feature in the 1 August Look. 

Latest sales on the show, which is produced by Metropolitan Broadcasting, are these: 
KOMO-TV, Seattle; WOW-TV, Omaha; KRLD-TV, Dallas; WTMJ, Milwaukee; KPRC-TV, 
Houston; WAVE-TV, Louisville; WWL-TV, New Orleans; WBTV, Charlotte, and WEAR-TV, 

Ziv-UA added five more sales on Ripcord this week for a total of 90 markets. 

The markets are: WNBC-TV, New York; Mick-or-Mack Stores, WSLS-TV, Roanoke; 
KOIN-TV, Portland; WTAE, Pittsburgh, and KVOS-TV, Bellingham. 

An important program development at Ziv-UA this week was the signing of Dave Wolper 
in an exclusive contract to produce a series of 38 half -hour "documatics" of a bio- 
graphical nature. 

Wolper began as an independent producer and then was associated with Sterling. 

Sales to tv of theatrical product are good as ever. 

UAA's new group of 32 recent UA features, called A-OKAY's, made 20 sales for 
$1 million in three weeks. 

Latest markets are: Buffalo, Providence, Philadelphia, the Triangle stations, St. Louis, 
Denver, and Phoenix. 

Meanwhile, Seven Arts Associated has sold its package of 191 Looney Tunes cartoons to 
these additional stations: WHEN-TV, Syracuse; WGAL-TV, Lancaster, and KMBT-TV, 

KPHO-TV, Phoenix, points out that it's still in first place in the afternoon de- 
spite what half-hour western re-runs have done for KOOL-TV (see FILM-SCOPE, 
26 June). 

Although KOOL-TV advanced its afternoon rating from a fourth-place 2.3 (March 1960) 
to a second-place 7.4 (March 1961), KPHO-TV still led the Nielsen from 3:30 to 5:30 p.m. 
daily with 11.3. 

i'ONSOR • 17 JULY 1961 


A round-up of trade talk, 
trends and tips for adme 


17 JULY 1961 
Ctnricht imi 


This is the time when the tv network nabobs get a line of how good the stui 
they've been selling for the fall is likely to turn out. 

Their nests are the Hollywood preview rooms and the cynosure of their hopes, an 
possibly inkling doubts: the roughs of series in production. 

The turnout at Yankee stadium July Fourth tended to affirm something tha 
Philip Wrigley said back in 1948 : to wit, broadcasting can't hurt the baseball gate 
give them the right attraction and you'll have capacity attendance. 

The paid admission for the Detroit double-header was a record, 74,246. 

Station brokers apparently don't see eye-to-eye on the differentiation value c 
a tv network affiliation in determining the market price. 

In their disparate views the value of such franchise can run anywhere between 25^ 
and 40%. 

Worthy of note: even as the networks keep expanding their share of the affiliates' tin 
the actual ratio of network income vs. total revenue gets less and less for the st 
tion. ABC TV's introduction of the 40-second chainbreak stems, in part, from an attempt \ 
rectify this economic paradox. 



17 JULY 191 

A Bates media three-striper last week scotched a rumor that had gained son 
currency among tv rep salesmen. 

The report, which was termed utterly baseless: a Bates group of timebuyers during a hu 
die on the problem of 40-second chainbreaks agreed to refrain from buying a 20-secot 
spot which followed a 20-second spot. 

Said the Bates media executive: no such meeting was held and we haven't arrive 
at any policy with regard to buying into chainbreaks. 

ABC TV also has its top secrets: they're on the daytime sales side. 

Ed Bleier, who presides over that area, has a firm policy of not disclosing who tl 
daytime newcomers are until they're actually on the air. 

His explanation: Our daytime sales are mostly creative. If we tell about them o 
competitors will go after them and try to unsell them. 

Some of the major reps have prevailed upon their sales staff to crowd their v 
cations into July instead of stringing them out over two months. 

They don't want to be caught manpower-short if last year repeats itself and there's' 
deluge of business during August. 

An upper-rung agency is in process of weeding out accounts that haven't bei 
money-maker for a long, long time and also show no signs of growth. 

The basic tactic for easing them out: a marked reduction in service. Rather than 1" 
direct gambit of suggesting that the client find a home elsewhere. 

The agency's management believes that it's about time it started to think in terms of it 
profit instead of the image posed by its over-all billings. 


KVTV s new "weather half" is the symbolic 
beacon of the station's leadership in Sioux City: 
it dominates the skyline the way KVTV domi- 
nates the metropolitan market. It illuminates 

the sky above the city the way the station illumi- 
nates product advantages for consistent >ales of 
client products. The guiding light in Sioux City 
is KVTV . . . literally and figuratively. 




Sioux City, Iowa 

Yankton, South Dakota 

Cleveland, Ohio 
Columbus-Worthington, Ohio 

Trenton, New Jersey 

Fairmont, West Virginia 


17 july 1961 



(Continued from page 55) 
Advertising Agency Group's 1961 
Annual Advertising and Public Re- 
lations Awards competition. Awards 
were made to agencies for campaigns 
in various media. 

Mergers: Lando Advertising. Pitts- 
burgh and Erie, Pa., has acquired 
the capital stock of Dubin Advertis- 
ing, Pittsburgh. Lando's current vol- 
ume of billings is over $4-million . . . 
Knox Reeves, Minneapolis, and Fitz- 
gerald Advertising, New Orleans, 
have merged as Knox Reeves-Fitz- 
gerald Advertising. 

Anniversary gift: Bozell & 
Jacobs, Chicago, has established an 
annual fellowship at the University 
of Missouri School of Journalism as 
part of the observance of its 40th 
year in business. 

Awards: Advertising created by 
Henderson Advertising, Green- 
ville, S. C. won four awards in annual 
creative competition of the National 
Advertising Agency Network. 

Happy birthday: J. T. Howard 
Advertising, Raleigh, N. C., cele- 
brated its 16th anniversary in June 
with an open house. 

Stations on the Move 


(as of 1 June 1961) 
AM: 3,590 
FM: 871 
TV: 541 

Sold: WEOA, Evansville, Indiana, 
to J. B. Fuqua, president and owner 
of Georgia Carolina Broadcasting, 
from WEHT, Inc., Evansville. The 
price: $75,000 cash, plus a non-com- 
petition agreement for $48,000 . . . 
WNEL, Caguas. P.R., to a syndicate 
headed by Jack Sterling, known as At- 
lantic Broadcasting Corp., for a cost 
in excess of $150,000. 


The Colorado Broadcasters Asso- 
ciation elected Clayton H. Brace, 
assistant to the president, KLZ 
(AM-TV), Denver, to the presi- 
dency at their thirteenth annual 


Other officers elected were: Mason 
Dixon, general manager of KFTM, 
Fort Morgan, as v.p. and Bob Mar- 
tin, KMOR, Littleton, as secretary- 

Newly-elected officers of the Nash- 
ville Chapter of the American 
Women in Radio and Television 
are Adelaide Waller, WENO, Madi- 
son, president; Jan Smith, Culbert- 
son, King & Smith Advertising, v.p.; 
Helen Crowder, WLAC, Nashville, 
corresponding secretary ; Olean Hol- 
loway, Buntin & Assoc, recording 
secretary ; and Ann Morrison, Daw- 
son & Daniels Advertising, treasurer. 

Herminio Traviesas, v.p. at BBDO, 
was appointed chairman of the RTES 
membership committee for 1961-62. 

Tv sales: Lestare will again co- 
sponsor the eleven day tv coverage 
of the International Beauty Congress 
on KTTV, L.A., in an audience bid 
for 5.5 million homes. 

Ideas at work : 

• WJRT, Flint, Mich., will pre- 
sent a one hour telecast entitled Land 
We Love. The program, which opens 
Farm Safety Week, will be set up as 
a mock trial with its principal subject 
farm safety. 

man R. Cissna to sales manager, 
WNBC, Chicago, from assistant sales 
manager, same station . . . Robert 
Leitch to merchandising manager, 
WWLP-TV, Springfield, Mass., from 
western Mass. sales rep for Food En- 
terprises, New England . . . Ira 
Kamen to executive v.p., Teleglobe 
Pay-TV System . . . Robert F. 
Lewine elected president of National 
Academy of Television Arts and Sci- 
ences . . . Douglas Brown, from 
Headley-Reed ; J. Myles Riley, from 
the restaurant business; both to ac- 
count executives at WBRE-TV. Scran- 
ton, Pa. . . . Donald T. Meier to 
manager of radio and tv relations for 
the 1961 Chicago International Trade 
Fair . . . Fred L. Bernstein to gen- 
eral sales manager, WLOS-TV, Green- 
ville, S. C. . . . Martin Giaimo to 
manager, WNEM-TV. Flint. Mich., 
from manager of WPON, Pontiac . . . 
Richard A. Noll to national sales de- 

partment, TvB, from marketing ex! 
ecutive at Compton . . . Paul Ken 
nedy, Jr. to sales staffer, KCOP 
L.A., from L.A. manager of Weed . . 
Richard A. Noll has joined the na! 
tional sales department of TvB frori 
marketing executive at Compton . . 
Bob Church, assistant merchandis 
ing manager, KTTV, L.A., moved u^ 
to merchandising manager . . . Wil 
Ham P. Dix, Jr. to general man 
ager, WDAU-TV, WGBI, and Muza 
for the industrial valley, all in Scran 
ton, Pa. . . . Jack Donahue to ger 
eral sales manager, KTLA, Holh 
wood, from national manager, sam 
station . . . R. L. (Danny) Cocl 
rane to general sales manage 
KXTV, Sacramento, Calif. 

Kudos: WBBM-TV, Chicago, w 
awarded the American Heart Asst 
ciation's Gold Medal for The Foi 
Seasons documentary. 

What might be termed the nt 
degree in efficiency was achieve 
at WHDH, Boston, in connectio 
with the transatlantic handling c 
a boxing match. 

This is what transpired in i 
hours: (1 I secured internation 
rights to the Paul Pender-Ter 
Downes bout for the world's middl 
weight championship; (2 1 book^ 
passage for a blow by blow sport 
caster; (3) secured trans-atlant 
telephone line communications f 
live coverage; (4) sold the enti 
package to Schaefer. 

Radio Stations 

An RAB contest challenges advt 
tisers and agencies to guess he 
many summer weeks radio wou 
lead tv this season. 

Official figures will be announc 
by Sindlinger, media analysts, w 
reported last year that radio topp 
tv for eight summer weeks. 

Pulse is expanding its west co; 
operation from sales service 
full scale research. 

The new plant will have its o'i 
production facilities and will be he; - 
ed up by Allen S. Klein, national safe 
director since 1958. 

Ideas at work: 

WGLI, Babylon, N. Y., seareffi 

among its listening audience for e 


17 JULY 1U 


jldest radio and gave first prize to an 
liWO radio — with a newer order horn. 

• WINF, Manchester, Conn., has 

nitiated a free wake up service to 
residents of the Hartford metro area. 

• WOW and WOW-TV, Omaha. 
broadcast an eye-witness report of the 

rash of the United Airlines jet in 
Denver by passenger Lyle Demoss 
barely 30 minutes after the accident 
nccurred Tuesday last. The broadcast 
was believed to be the first word of 
the accident and to have preceded the 
wire service report. 

• WBAL, Baltimore, will give 
Mai slanders an opportunity to hear 
1 recreation of the bloody battle of 
Bull Run in a documentary to be run 
22 July at 9:05 p.m. The program 
.vas produced b\ the radio/tv depart- 
ment of Bob Jones University. S. C. 
The program is called First Manassas 
n the Battle of Bull Run and is pre- 
ented as seen by three anonymous 
larrators or observers who roamed 
iver the battlefield from one side to 

.he other presenting descriptions of 

,he action and interviews with offi- 

ers. soldiers, and local residents. 

he station will endeavor to turn 

ack the clock so that Marvlanders 

can witness history in the making. 

• WKT(i, Thomasville, Ga.. has 
hired a blind announcer. Ned Benton. 
A junior at the University of Georgia, 
Ned is working at.the station during 
the summer vacation as Sunday after- 
noon disk jockey and is doing a top 
job. He is a radio and tv major at 
the University and is pioneering the 
course at school. At the station he 
runs the Sunday afternoon program 
featuring Broadway show tunes and 
some modern jazz. He works alone 
running three turntables and four tape 
recorders and Mutual news every half 

• WAMO, Pittsburgh, Pa., used a 
group of volunteer phone operators 
to take phone contributions during 
the station's all-day radiothon appeal 
for NAACP membership. 

• KRAK, Sacramento, set up its 
broadcast studio right out in the open 
for a full week during its Western 
Days promotion at a village shop- 
ping center. 

Webb to station manager. WJOB, 
Hammond. Indiana, from sales man- 
ager of WAIT and WJJD. Chicago 

. . . Thomas L. Tiernan to account 
executive, KYW, Cleveland, from 
commercial manager, WKKE, Hunt- 
ington, W. Va. . . . Don Sherman 
to WTRY, Albany, as account ex- 
ecutive, from WENE. Binghamton. 
N. Y. . . . Bill Tilow to account ex- 
ecutive. WABC. New York, from 
WDEE, New Haven, Conn. . . . Dale 
Drake to national-regional sales 
manager. KXOL, Fort Worth . . . 
Frank A. Orth to director of sales 
WICE, Providence, R. I., from presi 
dent and general merchandise man 
ager, Cherry & Webb, Providence . . 
Hermann Maxwell to sales man 
ager, WINS, New York, from direc- 
tor of sales, WNBC-Radio . . . Thom- 
as R. Bishop to general sales man- 
ager WSAI, Cincinnati in charge of 
sales operations above national and 
local level, from general manager. 
KAJI. Little Rock, Ark. 

They were elected v.p.'s: Wen- 
dell B. Campbell, managing direc- 
tor. KGBS, L.A., and John C. Mol- 

er, managing director. WIBG. Phila- 
delphia, have been elected v.p.'s by 
Storer Broadcasting . . . Jack S. 
Sampson to v.p. of Storz Broadcast- 



proves merit of balanced programing 


Monday- Friday 
Sign on-9 AM 

9 AM-12 Noon 
Sign on-Noon 
Noon-3 PM 

3 PM-6 PM 
6 PM-10 PM 

10 PM-Midnight 
6 PM-Midnight 
Signon-6 PM 

6 PM-10 PM 






*ARB— March, 1961 








10 PM-Midnight 
6 PM-Midnight 


Sign on-6 PM 
6 PM-10 PM 
10 PM-Midnight 
6 PM-Midnight 


6 PM-10 PM 
10 PM-Midnight 
6 PM-Midnight 
9 AM-Midnight 






203. 2% 


1830.3° o 




195. 3% 

Nielsen Station Index, March-April, 1961 


Total Homes 

9 AM-Noon 
Noon-3 PM 
3 PM-6 PM 
Noon-6 PM 


6 PM-9 PM 
9 PM-Midnight 
6 PM-Midnight 
9 AM-Midnight 




Channel 8 
Monroe, Louisiana 

The only commercial TV station licensed in Monroe 


A James A. Noe Station 

Represented by H-R Television, Inc. 


17 july 1061 


ing. he is general manager of KOMA. 
Oklahoma City. 

Diversification: Rollins Broad- 
casting, owners of nine radio and 
tv stations, has nought the outdoor 
advertising company. Trihhle. for an 
amount in excess of $3-million. 

Sport sales: WCAU, Philadelphia, 
has signed Ballantine (Esty) for one- 
half sponsorship of the Philadelphia 
Warriors. The schedule will include 
some 40 games. 

Thisa 'n' data: The Balaban sta- 
tions have renewed a franchise agree- 
ment with Community Club Awards 
for the fourth consecutive year. 

Kudos: John Gilmore, CCA pres- 
ident, was named Mr. Clubwoman of 
1961 by the National Clubwoman As- 
sociation for recognition of more than 
$5-million in cash given to women's 
clubs by the CCA . . . Roger Gar- 
rett, general manager of WBOY 
(radio-Tv), Clarksburg, W. Va., was 
elected to the Mayor's office of Clarks- 
burg . . . Larry Burroughs, pro- 
gram director, KPHO. Phoenix, was 
named executive secretary of the jun- 
ior division. Advertising Association 
of the West . . . KRAK, Sacramen- 
to, Cal., was the recipient of an award 
from the Northern California Tele- 
vision-Radio Council for Tuberculo- 
sis Education for outstanding service 
in improving community health in the 
fight against tuberculosis . . . KCMO- 
TV, Kansas City, has been named a 
winner in the 1961 nation-wide broad- 
casting competition for support of 
Radio Free Europe. Other stations 
cited were: KPIX-TV, San Francis- 
co; WBZ, Boston; WEJL, Scranton, 
Pa. The winners will be given a trip 
to Europe highlighted by a tour of 
inspection of Radio Free Europe's fa- 
cilities in West Germany and Portu- 

Happy Anniversary: Storer's o&o 

WWVA, Wheeling, W. Va., honored 
six of their staff for twenty-five years 
of service. 

The winner: Murray Kaufman, 

WINS, New York, personality, was 
named New York's 1961 radio star 
after a month of voting by fans 
throughout the greater New York 

. ..;.: 

KCFM, St. Louis, celebrated a re- 
birth after rebuilding its facili- 
ties which went up in smoke in 
May 1960. 

The opening of new studios and of- 
fices was inaugurated with the advent 
of stereo. 

There are an estimated 200.000 fm 
sets in the St. Louis area. 

WFMT, Chicago, has increased its 
power fourfold, from 29,500 
watts to 120,000. 

The Fine Arts station now is able 
to give reception to communities 
hitherto unable to receive Chicago fm. 

WMET ( AM -FM), Miami, has be- 
come the first full-time Spanish 
broadcasting station in the Miami 

Roberto Creus, production man for 
CMQ, Havana (before Castro) will 
assume duties as program director. 

The station will broadcast with all 
Latin Americans in view. 

Thisa 'n' data: KPEN, San Fran- 
cisco, will be the first fm station in 
western America to begin stereo mul- 
tiplex broadcasting, as of the first 
week in August. 

lei porks 

TvB reports that for the first 
time Metrecal, Swan Liquid de- 
tergent, and Du Pont paints were 
among the first 15 brands in net- 
work tv billings for April 1961. 

Metrecal was second among the 15 
with billings of $739,047; Swan 
liquid was fifth with billings of 
$554,704, and Du Pont paint was 
ninth, with $475,324. 

The top brand in April was Anacin 
with billings of $814,432, while the 
leading company was P&G with bill- 
ings of $4,062,425. 

ABC TV took six of the ten top 
shows in the Nielsen 2 June 50- 
market ratings. 

The remaining four went to CBS. 

A curious sidelight to these ratings 
is that of the ABC TV leaders three 
are reruns and the other three new 
shows. Also, three are mystery 
dramas and three are comedies. 


H. Mann, ABC Radio director of 
advertising, sales development and 
research, assumes duties as director 
of ABC Radio Pacific and ABC Radio 
West . . . Jules Herbuveaux, NBC 
executive, to the staff of NBC senior 
executive v.p. for special projects . . . 
Harry E. Hobbs Jr. to central divi- 
sion sales manager, NBC Radio . . . 
Arthur Wittum to director of in- 
formation services, CBS Radio, Holly- 

Radio sales : CBS Radio sold two I 
segments of Arthur Godfrey Time to 
Onamia Manufacturing on behalf of i 
Luralight ( Strandberg and Assoc., L 
Minneapolis) . 

New affiliates: WDEB, PensacolaJ 
Fla., has joined with CBS Radio as 
of 16 July . . . WCKY, Cincinnati,! 
will become the outlet for MBS as of 
23 July. 


Rep appointments: KCUL, Fort 
Worth, and WRR, Dallas, to East- 
man . . . WSOR, Windsor. Conn., 
to Breen and Ward . . . WHNB. 
Hartford, Conn., to Hollingbery . . 
WKGN, Knoxville, Tenn., to Radi< 
T.V. Reps . . . WBOS (AM-FM) 
Boston, to Weed . . . WFUN, Miamii 
to Eastman . . . WHJY, Orlando 
Fla., to Venard, Rintoul & McConnel 
. . . WHNB-TV, Hartford, Conn., t. 
Hollingbery . . . WWHY, Hunting 
ton, W. Va.. to Advertising Timi 

Happy Anniversary: Spot Time 
Sales is celebrating its first year o 
operation. The firm, founded 1 Jul 
1960, reps 33 radio properties. 


The formation of Tele-Videj 
Productions, specializing in film 
for tv and tv commercials, wa 
announced by Lew Pollack. 

Pollack founded new firm as ou 
growth of Lew Pollack Production: 

Jayark Films' president Rube 
R. Kaufman revealed that th 
firm's gross sales during the fin 
six months of 1961 were moti 
than double those of the sani 
period in I960. 


SPONSOR • 17 JULY 196 

The greatest gains were registered 
[ring the month of June. The gross 
les for that month were 5.7 times 
eater than those for June I960. 

Ight Time, children's tv weekly 
ries produced by Fred A. Niles, 
bticago, for the National Luther- 
1 Council, is adding markets for 
total of 125. 

Stations starting the first 39-week 
ries in June are: KVKM. Mona- 
ins, lexas; WKBT. La Crosse, Wis.; 
WOK. Worcester, Mass.; KFEQ, 
Joseph, Mo.; and KUAM, Agana, 

n W. Howard to sales executive, 
eenwich Production Film division 
. Eve Baer to manager, program 
i \ ins for ZIV-UA from adminis- 
iti\e assistant, same firm . . . Ken- 
•th A. Silver to v. p.. Alexander 
ternational . . . Earl Klein, presi- 
nt. Advantage Film Sales, re-elected 
head board of directors for another 
ar . . . James E. Witte to general 

fles manager, Tele-Tape Productions 
>m producer-salesman, same firm 

.. . Joseph (Red) Muscato to 

iles account executive, Arrow divi- 

|m of ITC 

Ro Iannelli t 

o v.p. 

) charge of sales, Lane-Cole-Dietz 
I . Robert R. Rogers to account 
■scutive, ABC Films, from ITC's 
In program sales department. 

Public Service 

tMCA, New York, has made 
•me progress in its case against 
I w York State's legislative ap- 
| rtionment. 

I'deral Judge Richard H. Levet, 
i hearing the case, first of all threw 

Attorney General Louis J. Lef- 
1- vitz's request that the case be dis- 
1 -ill. The judge then directed that 
•special three judge Federal Tri- 

I ial be set up to try the suit which 
J ks to have Article 3, Sections 2 to 

the New York State Constitu- 
te declared illegal. 

he plaintiff's I WMCA and the city 
"V'\\ York) suit charged that the 
a K>rtionment statute was "grossly 

II air in that it weighted both houses 
Dthe Legislature in favor of lesser 
I >ulated rural areas to the great dis- 
ai antage of densely populated areas." 

Pblic service in action: WZOK, 

Jacksonville, Fla.. entitled a safety 
campaign The Dying Hours, referring 
both to the final hours of the holiday . 
and the most critical hours of traffic 
deaths. The program was aired from 
dusk to midnight . . . ABC o&o's 
had the support of Norman Cash, De- 
troit Tigers, and bandleader Johnnie 
Long during the month of July in a 
promotion for cleaner cities . . . 
WTOP-TV, Washington, D. C, will 
run a special entitled Tfie Second 
Heart, delving into the miracle of 
open heart surgery. The program, to 
be seen on Portfolio, 27 July, 10:00- 
11:00 p.m., was produced and filmed 
last fall by the News and Public Af- 
fairs department of WJXT, Jackson- 
ville, Fla. The program revolves 
around Julie, an 11-year old heart pa- 
tient, and explains how her heart de- 
fect occurred, how it was discov- 
ered, and how it was finally diag- 
nosed, and the actual step-by-step op- 
eration. The major portion of the 
program involves films taken in the 
operating room. The voices of a nar- 
rator and a surgeon at the operating 
table share the description as Julie's 
chest is opened and the operation pro- 
ceeds. The American Heart Associa- 
tion cited WJXT shortly after the pro- 
gram for "distinguished service and 
leadership" for presenting the pro- 
gram in Jacksonville . . . WBZ, Bos- 
ton, is programing an in-depth analy- 
sis of America's image abroad. The 
two-part documentary, entitled As 
Others See Us, is to be featured by 
the station in prime time 17 and 18 
July. The show deals with those per- 
sonages who see the problem from all 
the angles of life. 

Freedoms Foundation, Valley 
Forge, Pa., and the seven radio 
stations of Storer will join to cre- 
ate a series of one-minute pro- 

gram capsules called Voices of 

The series, consisting of famous 
historical documents on American 
freedom and patriotism, will be made 
available to all radio stations in the 

All U.S. radio stations will be in- 
vited to carry the series of 15 one- 
minute programs per month. Each 
release will be provided on tape atsev- 
en and one-half inches per second, for 
a prepaid charge of $2.00 per month, 
refundable upon return of tape. 

Kudos: WCAU, Philadelphia, for 
the program Governments of Man, 
won first place in the American Col- 
lege Public Relations Association Na- 
tional Honors Competition category 
C, class 3 — radio tapes, Governments 
of Man. 'Argentina', Part II. John 
Anthony Brown, writer and narrator 
of the programs, accepted the award. 

Trade Pates 

The American Association of Ad- 
vertising Agencies has elected 
new officers and a board of gov- 
ernors as plans are being made 
for the organization's annual 
meeting 12 October at the Am- 
bassador West Hotel in Chicago. 
Paul C. Harper. Jr., president of 
Needham, Louis and Brorby, has 
moved up to the post of chairman: 
new vice-president is George Bolas of 
Tatham-Laird. while Buckingham W. 
Gunn of Clinton E. Frank has been 
named secretan -treasurer. 

RTES will have as guest speaker 
Chairman Newton N. Minow of 
the FCC on 22 September. 

The occasion is the first Newsmak- 
er luncheon of the 22nd year of the 
societ\. ^ 




taped shows? 

handle my 

Yes indeed. BONDED pio- 
neered expert handling, ship- 
ping and storing of Videotape 




A Division of 



17 july 1961 



Till Z r \'^> 


Robert A. Dearth will join Kenyon & Eck- 
hardt as senior v.p. in charge of the Detroit 
office. He has been president and general 
manager of Morse International Advertis- 
ing, a subsidiary of Richardson-Merrell. 
Dearth came to Morse in 1956 and was 
given responsibility of the Vick drug line. 
For seven years before 1956 he was with 
Ross Roy in Detroit, where he remained 

until he became v.p. and assistant to the president. Prior to that he 

was with McCann-Erickson as account executive. 

James T. Victory has been appointed 
general sales manager of CBS Films. Vic- 
tory, who has held the position of director 
of syndication sales since April, 1960, 
joined CBS Films in 1953, as account ex- 
ecutive. He was promoted to account su- 
pervisor in July, 1958. Before this, he was 
with 20th Century-Fox for 11 years in vari- 
ous sales capacities in the east and mid- 
west. Victory was a captain in the Army during World War II and 
participated in the Pacific campaign. He is a native New Yorker. 

E. Jonny Graff, veteran radio and tv 
broadcaster, has been named general man- 
ager, WNTA (AM-FM), New York, from 
his former position as v.p. in charge of 
eastern sales and a member of the board 
of directors at the same station. Before 
■ W.-X- ^m joining the NTA organization he was v.p. 

■ ,/ M in charge of sales with Snader Telescrip- 

tions, film syndication firm. In 1948 he 

pioneered in tv as program director and head of production at WBKB. 

Chicago. From 1945-48 he was with Donahue & Coe. 

Monte DeVon has been appointed man- 
ager of KIMA, Yakima, Wash. He replaces 
Bob Dolph who is leaving to enter his own 
business in another city. DeVon has been 
with Cascade Broadcasting for three years. 
Previously, he was associated with KODL 
in The Dalles, Oregon, as sales manager. 
He moves to his new position in radio 
from KIMA-TV where he was engaged in 
sales. Having started his broadcasting career eight 
radio, the new station manager is no stranger to 

years ago in 
the business. 

It's packed! 

And it's 
the one 
and only 

fact book! 



Out late July 


SPONSOR • 17 JULY l'l 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

Violence and strong emotionalism have been an integral part of literature, 
drama, painting, etc., through the ages, point out G. William Boiling, assist- 
ant to the president, The Boiling Co., in rebuttal to criticism of violence in 
television. He calls attention to critics who object to violence on tv, yet relish 
: he same type of action in operas or classic motion pictures. Boiling further 
states that since we live in a violent age, it is important that we learn to live 
with it. He relates this to the Darwinian evolution theory that survival de- 
tends on ability to adapt to a changing environment. 

The constructive side of violence 


e hear much denunciation of violence on television 

hese days from the FCC. syndicated critics and outspoken 

iv people hut this seller's viewpoint is one of pride to be 

jssociated with a medium which depicts strength or en- 

rgj actively displayed. 

These are violent times, as were the 20's, the 30's, 40's, 
nd 50's. All around us there is violence on street corners, 
iolence in the flower garden and no thinking person can 
p unaware of the fierceness among nations. Charles Dar- 
in accurately pointed out that the course of evolution 
learly showed those inhabitants of a changing environ- 
ifiit who adapt to the conditions at hand survive while 
lose unable to do so perish. So let's recognize we live in 
world surrounded by violence and learn to live with it. 
The criers of alarm would have us believe the violence 
■ I tray ed on television is a new kind of poison which will 
stort our society. Nothing could be farther from the 
nth. From Sophocles to Spillane the world's most popu- 
r authors have involved their characters in every con- 
ivable physical, political and emotional violence. Many 
our own movie classics depict a train of violence against 
Inch not a cry is uttered. For example, in the first reel 
I). W. Griffith's 1926 epic "Orphans of the Storm," 
ere is exhibited plague, riots in prostitutes prison, tvran- 
. beheadings, contemplated sororicide. and rebellion. \el 
len such a feature is exhibited on tv the watchdogs 
ats i purr with cultural contentment. How true is this 
tote from Max Wylie's recent article "What's Wrong 
th our Critics": "Violence of the most extreme kind, 
lures of the most diabolical have the instant endorse- 
nt of Mr. Crosby's purity league the instant these vil- 
mes are committed bv a sweating tenor in a pair of 
ht pants singing in French. That's quite all right be- 
1 ise it's opera. But it's all wrong for these villainies to 
i committed in a pair of tight levis and in English be- 

cause then it's a western." 

A good look through an art museum or library cannot 
help but point out that most enduring and great art has 
an intensely emotional appeal. How then can we expect 
good entertainment on tv to do less than call for strong 
emotional involvement? And when severe emotional ex- 
ercise is in play there's bound to be heat and ofttimes 
violence generated. 

It seems to me, therefore, we in the industry should be 
proud to associate with elements which bring good enter- 
tainment and drama to 180 million Americans every day of 
the year, even if that drama and entertainment does con- 
tain violence, for surely there can be no drama without it. 

Were television's current detractors to run a high-brow 
program system in place of today's obviously eagerly- 
watched fare, what makes them think their choices would 
gain favor? What they advocate is entertainment for 
themselves — not for the majoritv. And their conception 
of good programing is alreadv available on television 
down to the smallest market. The fact of the matter is if 
people wanted more of this type of entertainment they 
would currently support it — in both ratings and box office. 

Certainly the quickest road to ennui is a steady diet of 
chocolate cake. And if there's anything this country does 
not need it's more apathv on the part of its citizenry. Al- 
ready the biggest problem we face regarding do-it-yourself 
patriotism in the face of ver\ active hostile neighbor na- 
tions is a "let George do it" attitude about making the 
personal sacrifices necessarv to keep American the land 
of lusty individualism and freedom of spirit it once was. 

If a necessary ingredient in drama is violence then I'm 
all for raising hell sc\en nights a week on the tube. We 
just ma\ find such drama has educated our torpid Ameri- 
cans and stretched their imaginations to bring about indi- 
vidual self-discipline on which good citizenship is built. ^ 


17 july 1961 



Why tv must get off the dime 

We are deeply concerned about the current state of tele- 
vision's public image. And we think that the industry should 
be too. 

The echoes of Chairman Minow's "wasteland" speech have 
been dying away. The FCC program hearings have closed 
for the summer. 

But let no one be lulled by this summer hiatus. 

Anti-tv attacks are going to be renewed in the fall and 
they'll probably be rougher, tougher, more dangerous, more 
vicious than ever. 

Meanwhile, what is the industry doing? Well, much as we 
hate to say so, we think that manv tv men have been sitting on 
a dime, hoping wistfully that "all this will pass." 

So far, we've seen practically no evidence of any confident 
positive planning by any arm of the business to vigorously 
upgrade the public image of the medium. 

Let's face the unpleasant truth. The events of the past six 
months have conspired to create a public impression that tv 
broadcasters are 1) irresponsible, 2) interested only in a 
buck without regard for how it's made, 3) wholly deter- 
mined to maintain and justify the status quo, and completely 
oblivious to any need for improvement. 

The fact that every one of these accusations is a gross libel 
has nothing to do with the case. The industry's enemies (and 
they are numerous and powerful) have succeeded in getting 
more and more public attention for these viewpoints. 

And the industry, in its replies, has too often seemed weak, 
defensive, and unprogressive. 

We believe that television, as we know it, cannot survive 
unless a strong, positive program of industry public rela- 
tions is undertaken immediately and aggressively. 

We think such a program must go far beyond, in concept, 
and in execution, anything ever before attempted. 

We think it should be centered in Washington, under the 
direction of Governor Collins, and that to be effective, it must 
have the united, enthusiastic support and participation of the 
best brains in television. 

We call on the N4B, on the networks, and on all responsi- 
ble tv broadcasters, to act quickly on this proposal. ^ 


: : 


Baseball manager to team: 

right, you guys, here's the line-up 
the 1961 season. Gus, you're off 
shaving commercials, Ed will do 'el 
Pete, Bob, and Cy will do cigarel 
commercials; Sal and Lefty, brea] 
fast-food commercials; Carl 
Whitey, sports cars; Tony, Jake, 
Morrie, deodorants!" (Caption frJ 
Register and Tribune Syndicate c| 

Two on the aisle: At CBS the) 
chortling over the ardent plea foi 
program tickets on the part of a to 
ist family one Sunday. "Anything I 
the Ed Sullivan show," queried 
head of the household. When the 
work representative replied in 
negative, the harried father cameb| 
with, "How about Candid Camer 
The response was "none availabl 
Whereupon, as a desperation play.l 
determined dad exclaimed. "Ca/i'fl 
even get in to see Doug Edwards 
the Neivs!" 

Those administraton egg-hc, 
In the course of a recent install) 
of ABC-TV's Issues and Answers 
gram. Postmaster General J. Edi 
Day referred to the controvei 
Henry Miller novel, "Tropic of 
cer," as "obscene, lewd, lascivious 
decent, filthy in content." He 
on to say that the argument of HteW 
value and the right fo people to ji 
for themselves without the go\ 
ment telling them what to read, 
always made in this sort of a tl 
and that's what complicates thr 
ter of court decision as to wheth 
can be banned." The Postmaster 
admitted he hadn't read the I 
Who said the new Administn 
were all Harvard men? 

Off-season blues: In a New ) i 
cartoon a distraught husband is 
stalking out of his living room > 
huff, leaving behind his wife anc,«' 
children whose eyes are glued I 
tv screen. As he reaches the p 
his wife shouts after him, "Jus 
cause you happen to have total 
doesn't mean the rest of us can, en 
joy re-runs!" 


17 july 9(2 









A New Concept in Documentaries 

Packaged for Local Us< 



GROWING! This dramatic new concept in documentaries is being picked up fast from coast t 
coast! Every day more and more markets join the success parade of these thirteen hour-Ion 
specials starring such renowned figures as Lindbergh, Al Smith, General MacArthur, the Duke an 
Duchess of Windsor, De Gaulle, and more. Actual, on-the-scene filmed highlights in their live 
from the world-famous film libraries of Hearst Metrotone News, are skillfully augmented wit 
new footage from Hearst Metrotone cameramen throughout the world. All brilliantly wove 
together by the masterful writer John O'Toole, to give a true "PERSPECTIVE ON GREATNESS 
Dramatic entertainment of real prestige and stature. The kind to attract important local adve 
tisers. Plus this practical bonus: a single, compact, easily stored source of material on famoi 
people — complete shows to run at a moment's notice when needed. 

A Great New HEARST METROTONE Production 


S'U ITE 3 2 

NEW YORK 17, N. Y. MU 7-06 

24 JULY 1961 






j ul 24 iger; 




>t >r The Rati tgency or call WINS. Ill 2 7000 

Frankly, it's easy on WINS, and we deliver far more than 
you imagined. Not just New York City, but 24 counties 
in 3 states surrounding it. Not just homes and offices, 
but over 2,800,000 cars on the road, as well. Over 
17 million people of all ages, interests and incomes 
whose annual purchases equal those of the next 3 markets 
combined. Examples? Over 6 billion on food, 2 billion 
on apparel, 2V 2 billion on cars and automotive products. 
Yes, you buy all this when you buy WINSIand, the 
mammoth market reached by Radio WINS. 
And summer brings you an extra bonus: 1 million 
radio-equipped boats that rely on WINS for official 
offshore weather and marine reports. Buy WINS to sell 
New York. It's as simple (and profitable) as that. 


An up-to-date look at 
the key personnel and 
media structure of the 
major radio/tv shops 

Page 25 

Sing-along is 
a hot trend 
for '61 radio 

Page 29 

They're lapping 
it (Dubonnet) 
up in New York 

Page 32 

Recipe for 
creative radio: 
Part two 

Page 37 


" NO. 1 

E D I A 

U Y 




mmi®\? san diego radio, 



o o oo o o 

KFMB reaches more different adults daily 
than any other station. 

KFMB's audience listens more attentively, 

has more travel cards, credit cards and charge accounts. 

KFMB is the adults' first choice for news 
and for fuller details of bulletins and flashes. 

KFMB would be chosen if San Diego adults 
could have only one station. 

KFMB reaches both men and women equally, 
all income groups, all educational levels. 

Ask your Petry man for the full brochure which shows 
why this great station moves more merchandise. 



WROC-FM, WROC-TV, Rochester, N.Y. • KERO-TV, Bakersfield, Calif. ^—i» 

WGR-FM, WGR-AM, WGR-TV, Buffalo, N.Y. • KFMB-AM, KFMB-FM, (Lv^Wy^VcZinc 

KFMB-TV, San Diego, Calif. • WNEP-TV, Scranton-Wilkes-Barre, Penn. V-^^-^V..^ 
WDAF-TV, WDAF-AM, Kansas City, Mo. 

r/if Original Station Rt)irtKiitatu< 




oast to coast! New York — sold! Los Angeles — sold ! Detroit — sold ! Boston, Milwaukee, 
louston, Denver, Memphis, Hartford, Rockford, Amarillo, Phoenix, Sacramento — all sold! 
PERSPECTIVE ON GREATNESS"... a new concept in documentaries! Thirteen hour- 
)ng specials featuring actual on-the-scene filmed highlights in the lives of such famous 
gures as Al Smith, General MacArthur, Lindbergh, the Duke and Duchess of Windsor, 
>e Gaulle, and more. Plus new footage from Hearst Metrotone cameramen throughout the 
"orld. Great shows for important local advertisers ! And a practical, easy-to-store source 
f material on famous people — hour-long shows to run when needed. 

Great New HEARST METROTONE Production 

NEW YORK 17, N. Y. MU 70870 


24 July 1961 


are on 



ARB 'reports 




Vomore homes 
thansta. n B" 

Vomore homes 

from 9 am to midnight 









• SAT. 


























BLAIR tVA has more FACTS J 

* March, 19 61 Reports 

© Vol. 15, No. 30 • 24 JULY 1961 




Top 20 air agencies: their media anatomy 

25 sponsor's latest look at leading media departments uncovers a recastir 
of functions. Planning and analysis, for instance, are in the ascendai 

Sing-Along format hot '61 radio trend 

29 About 50 stations across the country have hopped on the sing-alon 
bandwagon with varied formats. Trend is likely to continue through '( 

In New York they're lapping it up 

32 Schenley's Dubonnet chalks up 22% sales increase during first radi 
tv plunge in the New York area despite jump in wine product pri 

How stations indoctrinate new rep firms 

34 In-depth training programs at stations show what happens when new r< 
takes over client formerly handled by network sales organizatii 

Recipe for creative radio: Part two 

37 In this second part of his article on how to make money and "please t 
right people" Elmo Ellis lists 15 surprising "don'ts" for radio program* 

Ethical drugs don't keep this advertiser out of tv 

38 Pharmaceutical firm, Merck Sharp & Dohme, spends $150,000 on one sb 
net tv show (plus spot programs) without commercial product menti 

NEWS: Sponsor- Week 7, Sponsor-Scope 19, Spot Buys 47, Washingt 
Week 55, Film-Scope 56, Sponsor Hears 58, Sponsor-Week Wrap-Up i 
Tv and Radio Newsmakers 68 

DEPARTMENTS: Sponsor Backstage 14, 49th and Mudis 
16, Sponsor Asks 40, Radio Results 42, Timebuyers at Work 44, Selh 
Viewpoint 69, Sponsor Speaks 70, Ten-Second Spots 70 

Officers: editor and publisher, Norman R. Glenn; executive vice prr 
dent, Bernard Piatt; vice president and assistant publisher, Arnold Alpe 
secretary-treasurer, Elaine Couper Glenn. 

Editorial: executive editor, John E. McMUlin; news editor, Ben Bodi 

managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest edit, 

Given Smart; assistant news editor, Heyward Ehrlich; associate editors, Jc: 

Lindrup, Ben Seff, Ruth Schlanger, Diane S. Sokolow, Lauren Libow; coll- 

nist, Joe Csida; art editor, Maury Kurtz; production editor, Phyllis Tru 

editorial research, Carole Ferster. 

Advertising: assistant sales manager, Willard Dougherty; southern m- 

ager, Herbert M. Martin, Jr.; midwest manager, Paul Blair; western mana§, 

George G. Dietrich, Jr.; sales service/production, Lou, Chapman (manage, 

Shirley S. Allison, Barbara Parkinson. 

Circulation: Jack Rayman, Kathryn O'Connell, Phyllis J. Davis; reads 

service, Gail Rubenstein. 

Administrative: office manager, Fred Levine; George Becker, Michl 

Crocco, Syd Guttman, Irene Sulzbach, Geraldine Daych, Jo Ganci, Manui 

Santalla, Andrea Shuman. 

Member of Business Publications 
Audit of Circulations Inc. 

© 1961 SPONSOR Publications 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation, J 
Advertising Offices: 40 E. 49th St., New York 17, Murray Hill 8-2772. Chicago Office: I 
N. Michigan Av. (11), Superior 7-9863. Birmingham Office: 3617 8th Ave. So., FAai 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28), Hollywood 4-8089. Printing Oft 
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. 0' 
countries $11 a year. Single copies 40«. Printed U.S.A. Published weekly. 2nd c> 
postage paid at Baltimore, Md. 


24 JULY 1S1 





It's quality all the way at "Communication 
Center" where everything is new and 
incorporates the very latest advancements 
in the industry. A good example is 
our film and slide projection system — 
designed especially for television. Five new 
combination motion picture and 
slide projectors feature a continuous motion 
process, and accommodate color or black 
and white. All films and commercials 
are stored in humidity controlled dust-free 
cabinets and bins. 

Not a thing has been overlooked in giving 
the advertiser more for his money on 
WFAA-TV . . . including a big free-spending 
audience. And we're eager to deliver 
them to you! 

Ask those who use WFAA 
TV ■ ■ . you'll want to 3 
the growing list! 



worth Channel 



Represented by 


{ Edward I Patry A I Co.. Inc 

The Original Station Representative 

Sj)NSOR • 24 JULY 1961 

By Any Yardstick 

the big on 

Takes the Measure = 







Call Avery-Knodel, Representative 
or C. P- Persons, Jr., Qeneral Manager 


Latest tv and 
radio developments of 
the week, briefed 
for busy readers 

24 July 1961 



Network's $10.8 million rights to football games are 
low in jeopardy as justice dept. looks at exclusivity 

Amoco (D'Arcy) bought a quarter 
Df the National Football League 
>ames on CBS TV for the fall, but 
t's loath to issue an order until it 
mows what the actual price will be. 

The fact is that CBS TV can and 
:an't attest to what the price will be 
or the package. It knows that it 
vill be a quarter of $10.8 million if 
t has exclusive rights to all NFL 
earns, but it doesn't know what it'll 
>e if a federal judge in Philadelphia 

>imon Siegel elevated to 
^BC exec. v. p. post 

Simon D. Siegel financial v.p. of 
;B-PT, has been elected executive 
I .p. of the American Broadcasting 
From 1929 until 1953, when ABC 
merged with 
Theatres, Sie- 
gel was a fi- 
nancial exec- 
utive of the 

Since then, 

he has been 

easurer of AB-PT, and was elected 

nancial v.p. in 1957, board member 

1958, and executive committee 

ember in 1959. 

In addition to his new post as ex- 
:utive v.p. of ABC, Siegel remains 

J 4 

Simon B. Siegel 

heeds the Department of Justice 
and bars such exclusivity. 

A suit favoring the allocation of 
some of these rights elsewhere is 
before that Philadelphia tribunal 
and a decision is expected within 
the next week or two. 

Last season CBS TV had all the 
clubs but Baltimore, Pittsburgh and 
Cleveland. NBC TV telecast the 
home games of these teams and if 
the decision goes against CBS TV, 
the old situation will prevail. 

financial v.p. of AB-PT. 

Siegel's ascendancy at AB-PT has 
been constant ever since the Para- 
mount-ABC merger first took place 
and he has long been informally 
regarded as the No. 2 man to Gold- 
enson within the AB-PT hierarchy. 


The three network tv flagships are 
cooperating to show off the cultural 
side of their schedules during July. 

A new bulletin, called Previews, is 
being put out under TIO guidance 
by the three New York o&o's: WABC- 

The bulletin is designed to show 
how many educational, religious, 
news, informational music, and simi- 
lar programs the network flagships 
are offering. 


Shell Oil is back in spot tv, 
after several months of an ex- 
clusive romance with news- 

For the moment, the sharing 
of media affections by Shell is 
on a pretty limited scale. 

What Shell is actually doing 
with spot tv is this: testing 
some new IDs and minute com- 
mercials in six markets. 

It can be more or less as- 
sumed that there is a broader 
implication in these tests: using 
the new commercials, if they 
turn out effective enough, in a 
flock of tv markets sometime 
this fall. 

Shell is also testing some 
new radio commercials in 
about six markets. 

ABC: no premium for 
daytime Ernie Ford 

It came as a surprise to trad« 
circles this week that ABC TV won't 
ask a premium price for Tennessee 
Ernie Ford, its January 1962 daytime 

Show, which will have a band and 
entertainment cast, reportedly will 
cost $9,000 a quarter, the regular 
daytime price. 

It's understood that ABC TV still 
hasn't decided on a time slot for the 
Monday-through -Friday Ernie Ford 
show, but is considering 12 noon or 
2 p.m. 


24 july 1961 

Slightly over-dramatic ...hut 

so arc Cleveland listeners 

Their reaction to WH K ha 

resulted in the statiov 

audience being practically at 

large as those of the second 

and third rated statiom 

combined? For over-dramatu 

results, us 



A Metropolitan Broadcasting static 
V.P. and General Manager: Jack 

National Rcp.:John Blair 



24 July 1961/SP0NS0R-WEEK 

:dward h. weiss on 
responsible' tv 

A plea for responsible tv program- 
ing that genuinely serves the public 
vas made last week by agency presi- 
dent Edward 
H. Weiss. 

Such pro- 
graming must 
be of bed- 
rock concern 
to advertisers 
and their 
agencies "be- 
Edward H. Weiss cause it's the 
mly way to stave off controls, coer- 
ion, and censorship in the long 
un," stated the president of Chi- 
ago-based Edward H. Weiss and 

Weiss pointed to his Purex day- 
ime specials for women as an ex- 
mple of this type of programing. 
Six of the women's daytime spe- 
ials, plus three others, are to be 
speated this fall on Tuesday eve- 
ings on NBC TV. 

The agency placed an institution- 
I ad for the specials in Saturday 
eview magazine, the weekly's first 
d run for an agency. 

v gross up 11% in May 
o $61.7 million-TvB 

Network tv gross time billings for 
ay were $61.7 million in 1961, 
1.1% ahead of last year, according 
) LNA-BAR figures released by TvB. 
For the first five months of the 
;ar billings were $304.0 million, 
hich was 7.3% above 1960. 
Biggest leaders in the advance 
are ABC TV, NBC TV, and daytime 

in general. For January-through- 
ay, ABC TV climbed 22.2% over 
'60 for $79.4 million and NBC TV 
as up 11.2% to $113.4 million. 
CBS TV had $111.2 million, a drop 

4.6% from 1960. 

Five month three network daytime 
is up 20.4% to $101.7 million and 

nighttime was up 1.7% to $202.3 mil- 

So far in 1961 NBC TV is some 
$2.2 million ahead of CBS TV. But 
NBC TV's gross is about $2.9 million 
behind CBS TV's figure up to May 
last year. 

Biggest area of increase in the 
May report was general Monday- 
Friday daytime, up 30.5% for the 
month and 22.9% for the year over 


The sixth station in the Central 
American network of ABC Interna- 
tional will be in Panama. 

The station, Televisora Nacional, 
will be in Panama City and will be 
on the air by the end of the year. 

ABC will provide engineering, 
financial, and administrative assist- 
ance. It will also act as sales rep- 
resentative and program purchasing 

Other Latin American affiliates of 
ABC International are in Venezuela 
(five-station VeneVision network), 
Buenos Aires, Guatemala City, San 
Jose in Costa Rica, San Salvador, 
Tegucigalpa in Honduras, Managua 
in Nicaragua, and Guayquil in 

Elsewhere in the world ABC is 
affiliated with stations in Adelaide 
and Brisbane, Australia, and with a 
station under construction in Beirut, 


There are 2,078 "D" counties in 
the U. S. (under 30,000) and Key- 
stone Broadcasting System covers 
88% of them. 

Of 671 "C" counties (30,000-100,- 
000), KBS covers 80%, and of 226 
"B" counties (100,000-500,000) it 
reaches 66%. 

But KBS gets into only 30% of 
the 94 "A" counties (over 500,000). 

Keystone covers 83% of all U. S. 


Carl W. Nichols Jr. becomes the 
new president of Cunningham & 
Walsh in a complete reorganization 
of the agency. 

Former president Robert R. NeWell 
chairman of 
the board, 
and former 
board chair- 
man John P. 
is the new 
chairman of 
Carl W. Nichols Jr. tne executive 


Senior v. p. Carl R. Giegerich be- 
comes chairman of the plans board. 

C&W's new executive group now 
includes, besides president and 
chief executive officer Nichols, the 
following executive v.p.'s: Edward H. 
Calhoun, marketing services; An- 
thony C. Chevins, creative services, 
and Joseph D. Nelson Jr., account 
management. These four men, to- 
gether with chairman Cunningham, 
comprise the new executive com- 

Although the Chicago office of 
Cunningham and Walsh Inc. has 
been sold back to Ivan Hill and sev- 
eral associates, C&W will continue 
to operate in that area. 

The name of this new agency inci- 
dentally is Hill, Rogers, Mason & 
Scott. Three high executives leaving 
C&W in Chicago to join its princi- 
pals are Sherman E. Rogers, Ken- 
neth Mason, and Lawrence W. Scott. 

The new agency reportedly will 
hold several former C&W clients, in- 
cluding Sara Lee, Beatrice Foods, 
Baldwin piano, College Inn foods, 
and certain AMF divisions. 

Storer Income off in '61 

Storer Broadcasting reported on 
its net income this week for the 
first half of 1961. 

Profits after taxes were $2.0 mil- 
lion, down from $2.8 million in 1960. 


24 july 1961 

Take a second look 

( it's Gourmet House, in Duluth ) 

Take a second look at the Duluth-Superior market - 

it's bigger than you think! 

It's the second-biggest market* in both Minnesota and Wisconsin! 

Bigger than Madison or Des Moines! 

Bigger than Albuquerque, Fort Wayne or Little Rock! 

Duluth-Superior -BIGGER than you think -and only 


delivers it a 


*Sales Management population estimates, January 1, P" 



24 JULY l'l 

24 July 1961/SPONSOR-WEEK 

sJAB: 'potential Bonanza' 
or fm stations in stereo 

(Chicago): A "potential bonanza" 
or fm lies ahead in the sale of 
tereo receivers, NAB radio v. p. John 
. Meagher told a convention of re- 
ail radio dealers this week. 

An NAB survey found that of 185 
m stations planning to go on the 
ir, 77 will go stereo in 1961 and 21 
hortly afterwards. 

JBC Spot ups Fromm 

Two promotions at NBC Spot 
ales were announced this week by 
p. Richard H. Close. 
Wilbur H. Fromm has been made 
director of 
new business 
of promotion. 
Alfred Ord- 
over was ap- 
pointed re- 
search mana- 
Fromm has 
Vilbur H. Fromm been with 
BC since 1955 as spot sales adver- 
sing and promotion manager. 
Ordover joined NBC in 1956 and 
)ot sales in 1960. 

ustralia in first tv slump 

(Sydney, Australia): For the first 
Tie in Australia, the infant tv in- 
JStry is suffering a downturn. 
Tv advertising, for example, is 
<wn 43% below last year. Under 
esent economic conditions, there 
ive been no tv rate increases for 
e past 18 months, a highly unusual 
rcumstance in a five-year old tv 
dustry, reports Charles Michelson, 

Three factors behind the tv down- 

rn are a general recession, limits 

credit buying, and fears that 

istralia's trade with Britain will 

ffer if the latter joins the Euro- 

an common market. 

The slump is expected to affect 

Ports of U. S. telefilms. Both 

jantities of tv film imports and 

I ces paid for them may be re- 

ced in the near future. 


Viewers who have been see- 
ing Edward R. Murrow on 
CBS TV stations lately may 
have gotten the impression that 
he's back with the network. 

Actually USIA director Mur- 
row was only introducing an 
episode of International Hour, 
a series of tv programs ob- 
tained abroad and circulated 
among the five CBS o&o's. 

Murrow commented on the 
significance of the tv program 
exchange. He's the second fed- 
eral official to make introduc- 
tory remarks for the CBS se- 
ries. The first was Philip 
Coombs, state department as- 
sistant secretary of educational 
and cultural affairs. 

Top 100 spenders heavy in tv 

The top 100 advertisers spent 
53.3% of their measured expendi- 
tures in tv last year, TvB reports. 

Of $1.7 billion spent, $0.9 billion 
went into network and national spot 

Last year the top 100 increased 
their ad budgets 5.6% in all media, 
about two-thirds of it going into 

Ninety-eight of the top 100 used 
tv; the other are liquor advertisers. 

Seventy-one regarded tv as their 
basic medium. Fifty-one spent half 
or more of their ad budget in tv, 33 
spent more than two-thirds, and 10 
more than four-fifths. 

For the top 100 network tv spend- 
ing was up 8.5% and spot tv was 
up 3.6% in 1960. 

Bell Telephone's summer 
spearhead: 4 radio nets 

Network radio and magazines are 
spearheading Bell Telephone's sum- 
mer travel promotion. 

Thirty-second radio spots have 
been running since June on all four 
radio networks. 

Bell's musical commercials tell 
specifically how telephoning can 
eliminate typical vacation troubles. 

Associated Bell companies are 
backing up the campaign. Agency 
is N. W. Ayer. 

Oswald named at GMM&B 

George Oswald has been elected 
a member of the executive com- 
mittee of Geyer, Morey, Madden & 
Ballard, it was 
this week by 
chairman B.B. 

Oswald, who 
jo i ne'd t'he 
agency as a 
senior v.p. six 
months ago, 
coordinates five of the agency's re- 
gional offices. 

Before coming to GMM&B, Oswald 
was v.p. and account supervisor at 

George Oswald 

Congress may look at radio 

(Washington): Congress has re- 
turned to the matter of old rivalries 
among radio stations for occupancy 
of scarce frequencies. 

Some legislators dislike the FCC's 
decision to put second stations on 
the clear channels, though informed 
capital observers see little prospect 
of Congressional action on the sub- 

This week, also, there were new 
hearings on pleas by daytime-only 
broadcasters for longer operating 

3 3NSOR 

24 july 1961 

More SPONSOR-WEEK continued on page 60 



\o® e 







And NHC Daytime has winning trays with the women- ###■•*' 

able to bay! Want the inside track on a billion dollar market? Reach America's h 
wives via NBC Daytime Television. Nielsen shows that, in just 4 weeks, an NBC daytime a 
tiser in three different programs gets his message to 58% of the younger housewives, 65% c 
middle age bracket and 45% of the older (but young in heart) group. What's more, he s>n 
an average of 12 commercial impressions in their homes!* And let's take a good look atl 
middle (35-49) age bracket. TV homes with housewives in this category add up to a popul;M n 

NBC Day-time Line-up: 10:00 Say When • 10:30 Play Your Hunch (color) • 11:00 Price is Right (color) . 11:30 Concentration • 12:00 Truth or Consequences • 12:30 It CouM* 
12 SPONSOR • 24 JULY Ui 

million. Strong in buying power too— they have oxer twice as much to spend as younger 
njies. They buy more. They consume more. More coffee . . . facial tissues . . . prepared puddings. 
I n it comes to cigarettes, for example, Nielsen says they use nearly twice as many as their 
Mger counterparts ... nearly two and one half times more than older housewife homes.** But 
H'-i, middle or older— you reach the housewife group most important to you with 
^ Daytime's flexible scheduling. Put your advertising power where the selling 
fjr is-onJV2*C Television Network ... l€>ader in the Oft y time! 

•Mil Spccal Aiulii.i 4 wki I il Rnranh ISSM941 

M 2:00 Jan Murray Show (color) • 2:30 Loretta Young Theatre • 3:00 Young Di M.lo.u • 3:30 From These Rooc . 4:00 Make Room For Daddy • 4:30 Here's Hollywood 


24 july 1961 


by Joe Csi\ 

a jump 
ahead in the Phoenix area 

Latest PULSE* figures show 

KRIZ #1 

with more first-place quarter hours 
than any other station. 

KRIZ— 307 

X — 90 

Y — 38 

Ties — 69 

Total weekly 504 
quarter hours 

* According to the March, 1961 Pulse Re- 


call robert e. eastman & co., inc. 




Potpourri on tv 


Should I do another piece on the last portion 
of the Federal Communications Commission's 
hearings on program practices? I think not, 
though some elements certainly were most inter- 
esting. It was noteworthy that two such emi- 
nent and capable producers as Fred Coe and Albert McCleery mil 
mized the amount of pressure of any kind they had experienced wi 
sponsors and agencies. The ratings, of course, took their usual be 
ing, with Coe, McCleery and others reiterating that the ratings a 
largely responsible for the decline of top drama fare on tv. With t 
blasting the ratings services take at events such as the FCC he* 
ings, the NAB Convention where Governor LeRoy Collins castigat 
the industry's slavish devotion to the ratings as did FCC Chairml 
Newton Minow — with this constant and vehement barrage level 
against them it's a wonder the ratings services survive. But may 
it's because, as Theatre Guild attorney Bill Fitelson pointed out 
the FCC hearings, the ratings are all we have to go by. 

NBC- Y&R revolving door 

Our old friend Pat Weaver conducted himself creditably, makii 
the prediction that tv programing would improve in the near futui 
I wonder if Pat's notions in this direction were influenced at all 1 
the news (which he must have known before it was officially l 
vealed), that his old programing aide at NBC TV, is going back 
the network as head of tv programing, replacing David Levy 

Mort's leaving his job at Young & Rubicam to return to the Nf 
web. Gives me the feeling that NBC and Y&R are really on opposi 
sides of a connecting revolving door. If I recall correctly, Pat hii 
self came to the network from Y&R and so did Dick Pinkham ai 
Tom McAvity. And Dave Levy was with that agency, too, befo 
he became programing head of NBC. 

Talking about NBC, maybe I could do a column on Bobby Sa 
noff's piece in the Saturday Evening Post on tv programing, or I 
General Sarnoff's speech at the National Press Club in Washingto 
D. C. The General, I'm told, played to standing room only, and ) 
didn't disappoint the newsmen. He got on President Kennedy's ai 
Newton Minow's bandwagon, urging the hastening of United Stat 
Communications satellites. In his characteristic kind, but firm, ma 
ner, he chided those who were fighting over control of the satelli 
operations, and thus delaying the entire effort. It seems the Sta 
Department and the FCC, if not several other governmental bodi 
are debating control issues. The General, on the lighter siQ 
showed the Press boys and girls a pocket sized color tv, am-fm radj 
(Please turn to page 46) 


24 JULY 19(1 



"FILMS OF THE 50's" 


FROM SEVEN AKTS 2 8 8 8 28 8 2 









Motion Pictures— "Lolita". scheduled (or Fall release 

Theatre — "Rhinoceros' in its sixth month on Broadway. 

Television — Distribution of films for T V , 20th Century Fox Films... 

Literary Properties— Disenchanted by Budd Schulberg. 

Real Estate— The Riviera of the Caribbean Grand Bahama, in construction 

NEW YORK: 270 Park Avenue YUkon 6 1717 

CHICAGO: 8922 D N. La Crosse, Skokie. Ill ORchard 4-5105 

DALLAS: 5641 Charlestown Drive ADams 9 2855 

BEVERLY HILLS: 232 So. Reeves Drive GRanite 6- 1564 

For list of TV stations programming Warner Bros "Films of 
the 50s" see Third Cover SRDS (Spot TV Rates and Data) 

T*^ £* 


49th and 

'Greatest- medium' 

In your SPONSOR SPEAKS of 12 
June, 1961, titled "The ordeal of 
free tv" you state (referring to tele- 
vision) : "It is, after all, the greatest 
system of public communications to 
be found in the world today." 

Recently I wrote the editorial staff 
of another weekly radio/tv magazine 
concerning a much similar statement 
and this is exactly what I said to its 

"In no part of the context of this 
editorial is there any premise to sub- 
stantiate the fact that television has 
become the predominant communica- 

tions medium. On reconsideration, 
I'm sure you would grant that radio 
is not only the predominant com- 
munications medium but the greatest 
mass medium available." 

Terry McAuley 

(a local radio salesman) 

St. Louis 

That 'young Communist' letter 

This is relative to the article, "A 
Young Communist Writes" that ap- 
peared in your publication. 

I saw the article in the General 
Information Bulletin. The G.I.B. is 
an employee bulletin that is pub- 

WAVE-TV sells 28.8% more 
Soft Drinks and Confections 

— to 28.8% more men, women, 

teenagers and children! 

That's because WAVE-TV has 28.8% more 
viewers, from sign-on to sign-off, in any 
average week. Source: N.S.I., Dec, 1960. 



THE KATZ AGENCY, National Representatives 


lished by the headquarters office 
my company, Southern Bell Te 
phone Co., for employees. 

This is to request permission 
publish it in our local employee pu 
lication, The Central Teletalker. 
feel there is a great need for ale: 
ing our people to the danger 
Communism. This article is oi 
standing in this regard. 

I will appreciate your cooperati 
and assistance in this matter. 

Parks Scott 

SoutheM Bell Telephon 
& Telegraph Co. 


Attached is a copy of the progri 
for the American Strategy ForJ 
which was held during the Natioi 
Jaycee Convention, 19-22 June 
Atlanta. You will notice the 
Young Communist Writes" article 
the back page. 

Space prohibited the use of fl 
Crutchfield's letter in this instan 
Still, the letter, and the forum, ml 
a tremendous impact upon the J 
cees and many of them had hij 
praise for this part of the annua 

Thank you again for granting us 
permission to use the letter. 

Hal C. Griffin 


publications committee 

Atlanta J ay cees 


• Few pieces published in SPONSOR have attracts 
as many letters and as much comment as the letter 
written by a young Communist and published in ttl 
magazine 10 April 1961. The letter originally ap- 
peared in "Presbyterian Survey" and was called to 
SPONSOR'S attention by Charles H. Cnitchfield. «■ 
ecutive v. p. and general manager of Jefferson Standard 
Broadcasting Co.. Charlotte. N. C Crutchfield's let- 
ter to SPONSOR appeared with the Communist mil- 
sive. The Scott letter follows a previous request from 
Southern Bell headquarters in Atlanta to reprint too 
letter in GIB. and SPONSOR is. of course, only t» 
willing to see the Communist letter and its signifi- 
cance bruited about. 

This request is for the record. May 
we have permission to reprint your 
highly useful chart on program costs 
from the 26 June issue with credit, 
of course? 

Alvin A. Dann 

director public relations 


New York 

SPONSOR is happy to oblige. 


24 july 1961 




6 out of 10 copies 
of SPONSOR go to 






The Audiences of wpix-11 and the top Network station are the same: A. C. Nielsen has proved 
that a rating point on wpix-11 and on New York's leading Network station delivers the same 
number of families with the same income levels, home and automobile ownership charac 
teristics, job occupations, etc. On wpix-11 national advertisers are reaching the right people 
at the right time with the right kind of impressions . . . minute commercials in prime even- 
ing time in a "network atmosphere" of fine programming, advertisers and audiences 

Where are your 60-second commercials tonight? fx 



Interpretation and commentary 

on most significant tv/radio 

and marketing news of tJie week 


24 JULY 1961 

Copyright 1961 

If you're involved in spot tv, you'll be interested to know what some of the key 
agencies in the medium are telling their clients as to how they envisage the 40-second 
chainbreak shaping up from the use standpoint this fall. 

Well, Compton, which includes among its accounts the biggest spot buyer of them all, 
namely, P&G, has passed on to its clients, in effect, this set of suggestions and passing obser- 

• So far, the prices being asked for 40s aren't economic enough to make them feas- 
ible for general use, but they might be stuck in where the rate is right. 

• If there's any prospect of including 40s in a schedule, it would be prudent to do the 
shooting at the some time that minute commercials are being made, since this sort of 
adaptation will entail a single talent payment. 

• It looks as though there'll be a scarcity of IDs and hence it is not recommended that 
the broad use of this segment be included in a campaign plan. 

Some of the major tv reps have pretty well reconciled themselves to this : it will 
take six-eight months more before the economic value of the 40-second break starts 
jelling in the minds of the advertiser and agency. 

It is their opinion that the 40-second burst on the scene too late for the user to make an 
intelligent assessment of the device as far as fall planning is concerned. 

Rexall (BBDO) will pour its entire air media appropriation for this fall's 
one-cent sale into daytime network tv and radio. 

The dimensions of the campaign: 

• A week's (6-11 November) blitz, with the emphasis on minutes in frequency. 

• The tv money will be spread between ABC TV and CBS TV, with the former network 
mostly in the afternoon and CBS TV in the morning. 

• For radio it'll be ABC, CBS, NBC, Mutual and Keystone. 

The strategy is in sharp contrast with the one Rexall has been pursuing in recent 
years in connection with the one-cent sales, tv network specials. At BBDO they're refer- 
ring to this campaign as the "workshirt" approach as opposed to the "glamour 

Nostalgic note: in the old days Rexall's "workshirt" gambit was spot. 

Tv network sales promotioners returning from Detroit lately report that the vol- 
ume of business likely to emanate in the automotive centers is taking on a rosier 

What's holding up, they say, actual and added commitments is the uncertainty of the 
introduction dates for the new lines. 

For instance, ABC TV has on the line an order for about $1.5 million worth of busi- 
ness, but this won't be confirmed until the division is settled on the debut week. 

As for spot, the companies and respective divisions are playing their plans tight to the 
vest and not much information about schedules is expected for another month at least. 

There are good indications that spot tv, for the first time in a couple seasons, 
will get a choice hunk of DuPont's (BBDO) anti-freeze line: the bulk of the tv money 
had been going to tv network nighttime minute carriers. 

As usual, the anti-freeze division will be buying flights this fall and winter on 
over 200 radio stations. 

: >NS0R 

24 july 1961 


SPONSOR-SCOPE continued 

The past week saw a fair amount of new spot tv emerging from New York 
Chicago sources for August and the fall, but in not one case did anybody ev 
interest in 40s or 30s. 

Action out of New York included: Maypo( Fletcher Richards, C&H), over 80 mar 
minutes and 20s, starting end of August; Avon (Drerer), 15 weeks, starting 28 Auj 
Birdseye Baby Food (B&B), four weeks, late minutes; Post Alpha Bits (B&B), kid s 
minutes; Simoniz (DFS), prime 20's. 

Chicago and other midwest activity: Pet Milk (Gardner) ; Butternut Coffee (D'Arc; 
Louis); Quaker Oats' Muffets (Compton) ; American Dairy (Campbell-M), IDs for 

Not all the pioneering favorites of radio die or fade away from the national 
regional scene: Pet Milk (Gardner) is resurrecting the Grand Ole Opry for spol 

It'll be a specially produced half-hour version for placement in southwest markets. 
The Opry was sponsored by R. J. Reynolds out of WSM, Nashville, for rr 

years, and ranks along side WLS' Saturday Night Barn Dance as the country's oldest 
best known hillbilly entertainments, both spawning famed recorder makers and film stars. 

New York agencymen who have over the years been close to the fluctuation* 
radio program creativity on the local level think that the medium is showing signi 
a big surge toward new forms and formats. 

Cited as the precursors of this creativity burst: 

• Differently conceived approaches to community service talk programs. 

• More and more stations pinpointing their programs to a certain potential shar< 
local listeners and sticking to it, instead of being everything to everyone. 

• The spread of the 30-second or 60-second vignette of specialized informal 
scope which serves as a springboard for a commercial. Like a vignette about fashion 
ceeding a cosmetic announcement, with the advertiser paying a premium rate. 

The word about July-August business among the reps isn't good: in spot 
particularly, they figure it'll be even lower, as compared to 1960, then they 1 

In retrospect, for both tv and radio it was a pretty strong May and a sharper dip in J 
than last year. 

Spot sellers, the tv networks have snatched still another perennial away fr 
you: it's Maybelline (Post & Morr), which has bought 26-week participations in 
Steve Allen Show and NBC TV's Saturday Night Feature. 

Maybelline as a spot afficiano could be depended on for about 100 markets. 

Lincoln-Mercury dealers are apparently running into some hardnose mar 
in the matter of buying at local rates, because K&E last week was dishing » 
quite a number of radio schedules and at national rates. 

K&E had been circularizing Lincoln-Mercury dealers, suggesting that they first 
whether they could place their radio alotment at local rates. 

Compton is putting Gulton Industries' Life Lite flashlights and batteries into 
for a Christmas promotion that will involve both spot and network. 

The campaign in either instance will extend six weeks, with the commitments along 1 
line: (1) minutes on the Jack Paar show; (2) five spots per market a week in the ni 
leading markets. 

It's the first time that Life Lite, which recharges itself by being plugged into an elecl 
socket, has made use of the gift angle. Over-all budget : $2 million. 

20 SPONSOR • 24 JULT 1SB ^t 

SPONSOR-SCOPE continued 

Motorola (Burnett), after a five-year absence, is coming back to network tv. 
It's committed for three specs to run late September, October and December as the 

spearhead of the new Motorola line promotion, stressing tv sets and stereo. 

Jack Benny and Bing Crosby have already been set for their own events, with Crosby 
elected to steer the Christmas gift pitch. 

ABC TV is offering a July to 17 September weekend special in connection with 
the Roaring 20's and the Disney series. 

If bought together, a minute in each can be had at package price of $10,000. 
Disney, incidentally, is a lameduck as far as ABC TV is concerned. The series 
takes up its stand on NBC TV 24 September. 

The pressure is on at NBC TV to find takers for a mass of public affairs shows 
and news documentaries that the network has on the boards in certain specific spots 
and as preemptionites for the 1961-62 season. 

The specific hours: those open 10-11 p.m. Sundays and 9:30-10:30 Fridays. 

The group are being offered at $30,000 a program. The network says that some of 
them will cost as high as $100,000 to bring in. 

Latest competitive twist in network radio : CBS is offering midweek packages of 
minute announcements on a run-of-schedule basis. 

Gross rate for a package of 10 such minutes is $7,000, as compared to the price of 
$1,350 per fixed minute. 

Buyers of the R-O-S package are guaranteed 85% clearance of 200 stations. 

What might have spurred the $700 pricing for a radio network minute: a morning min- 
ute on CBS TV now sells for as low as $2,000. 

Mutual is offering the Army-Navy game at a package price of $30,000, and in the 
process is quoting an audience of 4 million homes. 

Added inducements: a free luncheon for 100 invitees by the client and agencies, plus 
free game tickets to all attending. 

It looks at the moment that NBC TV will be going to bat this fall with the same 
daytime programing lineup : hence, it would be interesting to scan the network pro- 
gram prices being asked per quarter-hour. 

These half-hour strips, points of origination and net tariffs are: 


Say When $1,000 

Play Your Hunch 2,800 

The Price Is Right 3,000 

Concentration 3,000 
Truth or Consequence 2,825 

It Could Be You 3,000 

Jan Murray Show 1,000 

Loretta Young 2,500 

Young Dr. Malone 1,000 

From These Roots 1,000 
Make Room for Daddy 2,500 

Here's Hollywood 1,000 


Live New York 
Live New York 
Live New York 
Live New York 
Live Hollywood 
Live Hollywood 
Tape New York 
Film reruns 
Live New York 
Live New York 
Film reruns 
Tape Hollywood 


Class D Rates 
Class D Rates 

Color, double crossplug 

20' Bonus Plan, double crossplug 

Bonus Plan 

Bonus Plan 

Double crossplug 

3NSOR • 24 JULY 1961 


SPONSOR-SCOPE continued 

Something substantive is being done by the SRA to help agencies minimize 
chances of film commercials getting to stations too late for broadcast. 

The action: an SRA subcommittee, headed by Lloyd Griffin, is compiling a brochure no 
ing the procedure that agency shipping rooms might follow for maximum efficiency 
It will also contain the specific address for each station recipient. 

The latest oldtimer to come out of hibernation as far as radio is concerned 
Clark Bros.' Teaberry, Cinnamon and Tendermint Gums (Gardner New York). 

It hasn't been around radio at all since 1950. 

Back in the '30s and '40s it was a staple, never spending an overwhelming amount 
money but something that always warranted a reps trip to Pittsburgh. 
In fact, KDKA had Clark Bros, as a sponsor in the mid-'20s. 

Nylon and rayon bidders for the tire manufacturing business have cause to It 
over their shoulders as they carry on their battle of claims and counterclaims. 

The steel people see tire making as a new outlet for their product, advancing 
theme that a mixture of steel and rubber will provide longwearing and the sort of support t9| 
will lessen the amount needed. 

Hence in the near future advertising may see institutional campaigns for tires directed frcll 
three directions: DuPont, Tyrex and U.S. Steel. 

McCann-Erickson has solved a ticklish problem with regard to the Humble 
account by transferring one of its upper-ranking executives to the Houston office. 

The Humble boys, despite the fact their company is now nationwide, are reluctant abi 
getting headquartered too close to the parent corporation, Standard Oil of N. J., 

so the agency is cooperating advertisingwise by buttressing Houston with key men out of Inte 

The discount department stores are taking a leaf out of the supermarket's book 
they're granting more and more concessions to rack jobbers. 

And a highriding reason for this is a shortage of merchandising specialists. 

Unlike many of the supermarket chains, the discount store operators have become incline) 
to single out certain merchandising management operations for themselves and leaTJ 
the merchandising brainwork to rack jobbers who function as chains without chains, 

It may be largely due to the summer business situation, but agencies report thai 
more and more tv stations in the smaller markets are offering their primes in plan 
or package, form. 

Certain reps admit that adoption of this strategm has tended to bump business up, bu 
they make a point of adding that their station only went for it because the competitior 
was doing it. 

DuPont's textile division has bought a mess of Monitor spots in NBC Radio'i 
Monitor for the Labor Day weekend to sell motorists on the auto safety belt, to whicl 
the division contributes the raw product. 

If the campaign clicks, it will be tried again on other holiday weekends. 

For other nows coverage In this Issue: see Sponsor-Week, page 7; Sponsoi 
Week Wrap-Up, page 60; Washington Week, page 55; SPONSOR Hears, page 58; Tv and Ra 
dio Newsmakers, page 68; and Film-Scope, page 56. 



24 july 1961 




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y i 



257,961 people who make WIS-television's home market the state's larg- 
sl metropolitan area (and a close second in the two Carolinas after a 
8.% increase in the 1960 Census) give Channel 10 their major time and 
itfcntion, not to say devotion. This adds up to a 78.5 share of audience, 
a^s ARB (March 1960). And throughout South Carolina, WIS-television's 
55-foot tower, tallest in the South, delivers more of the state, more effectively. 
h;n any other station. In short, South Carolina's major selling force is 

\ V I S television 


NBC/ABC — Columbia, South Carolina 

Charles A. Batson. Managing Director 


G. Richard Shafto, Executive Vice President " 

W] television, Channel 10, Columbia, S.C. • WIS Radio, 560, Columbia, S.C. • WS FA-TV, Channel 12, Montgomery, Ala. / All represented by Peters, Griffin, Woodward, Inc. 

Nielsen rounds up the figures for the week 
ending July 9 and figures ABC-TV for first 
place in average audience.* 

This measurement, it should be noted, is 
in the toughest competitive arena— the mar- 
kets where all 3 networks vie for the Viewer's 
eye. The breakdown is illuminating: 5 out of 
the top 10 shows, 40 firsts or seconds out of 

49 half hours programmed. 

Summer or no . . . the trend to ABC-TV, 
than which there is nothing harder to stop, 
continues unstoppable. 

ABC Television 

♦Source: Nielsen 24 Market TV Report, average audience, 
week ending July 9, 1961, all commercial programs originat- 
ing between 6-11 PM (N.Y. time) Monday thru Sunday. 


2 4 JULY 1961 





















Survey brings to light recasting of functions in the leading radio/tv shops 


taking its periodic look at who's 
Wn and what's what at the leading 
Mio/tv agency media departments. 
I iNSOR notes some recasting of func- 
tins. Conspicuous by their increased 
inqrtance in the ever more complex 
rnlia field are such specializations 
a; planning and analysis. At the level, on the other hand, gen- 
| lization in the form of all-media 
wing gets into the act to a greater 

Whi\e most of the top shops main- 

til the conventional account group 

>roach to planning, with an asso- 

te media director assigned the pri- 

iy responsibility, there are in- 

sjnces of berths created for planners 

I newhat removed from the specific 

ount level. For example. BBDO 

h> formed a separate Media Plan- 

ning X Analysis section which stands 
read\ to examine the needs of any 
account at the agency. The planning 
unit works on concepts, basic rules 
of how to look at media. It brings 
together the different languages of 
each medium into the language of 
one plan in which each medium is 
examined in terms of the others, ac- 
cording to the unit's head, associate 
media director Ed Papazian. 

Lennen ^ Newell has established 
six planners (assistant media direc- 
tors- contact i who are responsible 
for specific accounts, but removed 
from the Inning and other details. 
Thev work out strategy in conjunc- 
tion w ilh one of the agent y'a two 
associate media directors and the di- 
rector, passing their determinations 
on to the assistant media director re- 


2 I JULY 1961 

sponsible for buying. \ recent re- 
organization at Grey Advertising re- 
flects similar division of function-. 

Ul-media Inning is practiced 
across the board 1>\ ^ oung Si Rubi- 
( ■am. Benton \ Bowles, and Cunning- 
ham \ \\ alsh, and in certain instances 
I » n Campbell-Ewald, BBDO, and J. 
Walter Thompson. Vt C-E the) main- 
lain broadcast and print specialists 
for the giant Chevrolet account, all- 
media buying for less massive clients. 
l)l!l)() utilizes all-media buyers fo] 
accounts spread more or Less e\enl\ 
over all media, specialized buying 
for those heavilj weighted in one. 

Those agencies holding the line on 
the traditional specialized buying 
-how little sign of veering toward the 
all-media approach, once touted as 
likelj to sweep the industry. Vdamanl 

commentary in favor of specializa- buyer's job is to see media repre- Foote, Cone & Belding, "The buy 

tion is to be encountered among offi- sentatives. If a buyer has to handle function is a very complex and hig 

cials of these agencies. Compton all media, he has to see reps from all personalized one and we feel the 

media director Frank Kemp has this media and this we feel is a great first-rate buying job requires spec! 

to say on the subject: drain on his time. Or else, he has to zation in a single media tyj 

". . . We do not believe that a buy- skimp on the number of people he Gromer adds, "At the same time, 

er who has to handle all media can can see." encourage each of our buyers to 

be an expert in any. Additionally, Or, in the words of Frank J. come familiar with all-media conc< 

we feel that an important part of a Gromer, Jr., v.p. -director of media at by having them sit in on ovei 

^■'■'"ii'j:'.;,. "■.,■■ ,"; , m .,i! ,,,■ ■ ;i ;,- ; ; M ;; - ; i i :..;:i hi |, i- ;! v n nr if ...:■ : ■ : : . . :;■. i; :;■ ,i: '.:: ':i: ' -t :;. : : l ii t l'-;:' i, : : ;i. i; Y' t iinJ 


m air 



1 JWT I 151.4 b V 'P' ^ mr, li ;| director, Richard P. Jones: media manager, Robert D, 

1 Lilien; media research director, Jack Green; associate media direc- 

■ tors, Anne Wright, Ruth Jones (broadcast supervisor), Robert Welty, 
g James English, Samuel Scott, Thomas Glynn, Harold Wilt 

f&R 2 I ] 12.7 1= V *P- & director, William E. Matthews; v.p., Henry L. Sparks; as- 

■ sociate director & administrative officer, G. Kirk Greiner; associate 
1 director & manager of outdoor div., Thomas Skelton; associate direc- 

S tors, Thomas Lynch, Charles Buccieri, Henry Sparks, Frank Coulter, 

| James Scala, Joseph St. Georges; media account supervisors, Rodney 

■ Holbrook, Robert Kowalski, Frank Grady, Frederick Weiss, Arthur 
1 Meagher, Joseph Ostrow, Seymour Drantch, Russell Young, Kay 

| Brown, Robert Gleckler, Justin Gerstle, Arthur Jones Jr.; manager of 

1 spot coordination unit, Raymond E. Jones, Jr. 

■ BATES 1 3 I 105 B senior v.p. in charge of media, Edward A. Grey; associate media di- 

j rectors & v.p., William J. Kennedy, William T. Krammerer, Winston 

| W. Kir chert, Martin J. Murphy, Robert P. Englke; media super-; 

| visors, Norman A. Chester, Albert Skolnik, Christopher P. Lynch) 

1 Bruce Small, Edwin A. Kirschner, Paul M. Rear don, Conant Sawyer, 

j Francis K. Thompson; assistant media supervisors, Henry Peterson, 

I Nathaniel Gayster, John J. Sinnott; manager media relations, Donald 

m W. Severn 

McCANN 3 105 N "''" mec ^ a services, //. Nevin Gehman; v.p. & media manager, Kelso 

Taeger; associate media directors, John Crandall, William Fricke, 
Thaddeus Kelly, Alfred Sanno; manager of media research, Robert 

BBDO 5 92.5 media director, v.p., Herb Maneloveg; associate media directors, W. 

i Bests, J. Clinton, M. Donovan, J. Harris, E. Koehler, E. Papazian 

(media planning & analysis) ; media supervisors, E. Tashjian. E. 

( Fieri, A. Hornell, S. Rosenfield, L. Millot, H. Duchin, P. Tocantins, 

\ J. Marting, L. Keane, N. Holden, W. Borchert, J. North, G. Nuccio 

! and J. McManus (media planning & analysis) ; L. Goldberg (tv pro- 

| graming liaison) ; T . Brew (network time buying) 


26 SPONSOR • 24 JULY 19 


Uii ! 

i [eel 

jflia planning sessions and attend- 
tl both print and broadcast sales 

■Tie feeling at all-media buying 
ips is that buyers ought to be 
■lined to make recommendations 
lo how a client should divide his 
■get among the media. All-media 
■ers are considered potential media 

supervisors and above, in keeping 
with a growing tendency to promote 
from within rather than look to other 
agencies for officer material. 

Media departments are playing a 
larger role in the purchase of network 
programing in conjunction with the 
spread of spot carriers. At the rate 
this approach to network sales is tak- 

ing hold, it is expected to encompass 
well over 50% of prime evening 
hours when the coming season gets 

This compares with 25% last year, 
15% the year before, and 11% in 
L958 i SPONSOR-SCOPE, 29 May 
1961). Among the agencies whose 
media departments hold sway in the 

lllllllllllllllllllllllllllll llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllillMllllllillll Illl!!!ll!llllllllll lillllllllllllillllMlllllilli I "aillllllllll 







llllllllllllllllllllipillllllllllll!lillll!!llll!i III!:!!. . | 1 Illllllllllllllllllllllllllllllllllllllllll! 

6 88 I sernor V -P- m charge of media & television programing, Lee Rich; 

i manager of the media department, Lee Currlin, associate media di- 

! rectors, Bern Kanner, Rudy Maffei, Milt Kiebler, David Wedeck; as- 

i sistant media directors, Dick Gershon, Roger Clapp, Ed Green. Paul 

! M. Roth. John Collins, Sam Haven 

BURNETT 7 65 6 V, P" cnar 8 e °' media, Thomas /. Wright, Jr.; v.p. charge ol media 

j & program analysis, Dr. Seymour Banks; manager media department. 
\ Harold G. Tillson; media group supervisors, David Arnold, Joseph 
Hall. Richard Coons, William Oberholtzer. Gus Pfleger, George 
1 Stanton 



Q fi2 1= v 'P-" nie di a director, Louis T. Fischer; associate media directors. 

! Shelton Pogue, Kenneth P. Torgerson, Peter Triolo 

Q | fiO I v.p. -media. Walter Smith: media director. Mark Byrne; as.-ociate 

[ media directors. Hal Simpson. Frank Mahon 

1ft 57(1 = V- P* * n charge of the media department, Leslie D. Farnath; media di- 

I rector. George S. Burrows: supervisors, Frank Carvell. Chalmer C. 

I Gates, William J. Kane. George M. McCoy. Jr.. Harlan B. Radford. 
Robert P. Rouen. Isabel V . Ziegler 

I0MPT0N - 11 50 media director. Frank Kemp: a-soeiate mcdiii directors, Julie Brown. 

Walter Barber, Tom Carson, Henry Clochessy, Robert Liddel. Mau- 
\ rice Sculfort; head buyers, Graham Hay, Ray La Bonne 



19 d7 fi : media director-v.p. director media relations, Joe Braun; associate 

I media directors, Brendan Baldwin, Marvin intonowsky, media su- 

| pervisors, Jack Caplan, Louis Kennedy. Harold Sieber 

1^ d5 1 < media director //. Zeltner; associate media director planning devel- 

! opment contract & analysis, /. Van Emmerik, E. Bertolino, assistant 

i media director-contact. W. Christ man. 1/. 'Sana. P. Zappert, J. 

I Kelley, A. Hampstead, C. Ford: assistant media director-broadcasl 

I buying, F. Howlett; assistanl media director-media services, 1/. 

■ Keshin 

!i:i!iiiiiiii!iiiiiiiiiiii!iiiiiiiii!!!i iiiiiiiiiiiii!i!!ii!!!iii mi iiiiiiiiiiiiiiiiimiiKiiid!! Minimi in.!::': mm !i:i ™ ■ ™™i I - : 

;i ! \sor • 24 july 1961 


purchase of net participations are 
Sullivan. Stauffer. Colwell & Bayles. 
William Estv. and Cunningham & 

A notable exception to this trend 
is Y & R where the radio-tv program- 
ing department maintains its tradi- 
tional role in network buys. "How- 
ever, as soon as a program-time pur- 

chase has been made, the procedure 
of setting up station lists, arriving 
at time costs, and securing clearances 
become the responsibility of the 
media group on the account." points 
out William E. Matthews, v.p. and 
director of Media Relations and Plan- 
ning at the agency. 

Benton & Bowies' unique approach 

to the media-programing overlaj 
uation has been to place both de 
ments under the leadership of 
man, Lee Rich. Whereas his n 
background might lead to the 
sumption that the programing i 
role has been reduced, he point; 
that each department maintain 

SlIlllllllllllllllllllllllllllllllPIIIIIIIIIIIIIIIIIIIIIIIIIII Illllllllllllllilllllllllllllllil!lllllim 

lllllll!!ll]||||lllll!!!ll!l!!ll!llli;il!i::!lll!!lll!ll!!llllllll !ll!!;::!:!!li:ii!l!'::!lll!!!ll!li:i!llllllllll!l!llllllllllllllllllllllllll! 








14 I 44.1 



v.p. and national director of media research, P. Gerhold; v.p. an 
director of media, F. Gromer; associate media directors, C. Hofmani 
A. Par doll; media supervisors, C. Hofmann, R. Pickett; coordinate 
of media services, E. Barz 


15 1 36.0 


161 34.5 

v.p. media director, Carl Georgi, Jr.; assistant media director, /. ft 
Moynihan; assistant media director, broadcast, Robert Crookei 
manager, net radio-tv, W . H. Kennedy; manager, spot radio-tv, W. I 
Schweikart; manager of broadcast, specific accounts, Norm Jackma 

senior v.p. and director of media, Newman F. McEvoy; v.p. an 
associate media director; group media directors, John Lucinatell 
William G. White, media supervisors, Jeremy D. Sprague, Robert . 
Palmer, Herman A. Braumuller, Jr., James J. Ducy 

SSC&B 1 17 I 32.0 

v.p. and director of media Frank Minehan; v.p. and departmeil 
manager, Lloyd Harris; associate media directors, Walter J. Bow\ 
Edward Fonte, Ira Gonsier, Bertram Wagner; broadcast supervisol 
Vera Brennan; network analyst, Nat Stone; media research directo:| 
Richard Puff; market and media coordinator, Richard Dunne 

EWR&R llS I 29.1 

media director, Marvin Richfield; media supervisor, William ft\ 
Hunter; head timebuyer, Richard Bunbury 



1 Q 9fi 9 1^ V, P* director of media strategy, E. L. Deckinger, v.p. -associate medil 

I director, Hal Miller; supervisor of media planning & assistant medil 

S director, Phil Branch; assistant media director-network buyinj| 

1 Helen Wilbur; spot broadcast supervisor, Joan Stark 

19 B 26 2 1 me dia director, Balir Vedder; media supervisors, Gordon Buci 

1 Everett Nelson, Robert Powell, George Riedle; director of broadcaj 

! facilities, Arnold Johnson; manager of broadcast facilities, Joh\ 

I Cole; director of media research, Thomas McMurtrey 

ffillll!ll!lllll!llllll!ll!ll!!lllll!lllllllill!lllll!!!lllllll!lll!!!llllllll!l Illlllll 


For details on agency structures, see page 52 


About 50 radio stations across the country have 
Iped on sing-along bandwagon with varied formats 

* Stations say sing-along lends itself to merchandising 
til promotions. Trend is likely to continue through '62 


vk in tv"s infancy it was corn- 
practice to adopt popular radio 
ams to tv shows. But rarely has 
cessful tv show provided the 
it for a cross-country radio 
the ua\ Mitch Miller's Sing- 
> with Mitch has. 
present, about 50 radio stations 
s the country are programing 
Jong in one way or another. 
al stations have adapted it as a 
me format while others have 

such formats as one sing-along selec- 
tion ever) L5 minutes. Regardless of 
the format, it's caught on. 

How long it will last is hard to say. 
Right now, station managers seem to 
agree it is in a boom period. It is 
considered to have good, standard. 
universal appeal. And it lends itself 
readily to merchandising and promo- 
tion tie-ins. 

The most popular of these tie-ins 
seems to be the sing-along song book 

or song sheet which is generally dis- 
tributed by the station or tied-in with 
a specific client. 

Sing-along as a full time radio 
format originated last October at 
WEBR. Buffalo, according to Bill 
Schweitzer, the station's programing 
and promotion manager. Schweitzer 
terms sing-along "much more than a 
programing format. In order for it 
to be successful." he said, "it must 
serve as the basis for the station's 
promotional effort. 

The station is on the air with sing- 
along seven days a week, eight hours 
a day. 

Schweitzer explained that at WKBR 
a number of advertising campaigns 
revolve around the sing-along con- 
cept. Several were sold on the hasis 
of a creative sing-along idea. 


These stations are among those currently 
programing sing-along, it left, Mitch Mil- 
ler presents plaque to Hill Schweitzer, 
WEBR, Buffalo, ha •.lotion's sing-alt 
pioneering. It kicked off last October. 

WMAL Washington, I). C. 
WMOX Meridian, Miss. 
\\ VI'l Birmingham, Ma. 
WII.I *.\ illmantic, Conn. 
WEEL Fairfax, Va. 
WSLS Roanoke, \a. 
WGEM Ouin.v. III. 
kZIX Fori Collins, Colo. 
KTUL Tulsa, Okla. 
\\ JltW \. ■« Orleans, La. 
KAPE S;m intonio, Tex. 
WWItl New York 
\\ EBB Buffalo 
WMIA Boston, Mass. 
M.KG Cedar Rapids, la. 
Clll It Nanaimo, Vancouver 

CFIII.. London. Ontario 
\\ MM Columbus, Ohio 
\\ Mil. Milwaukee, Wise. 
KMI. Dallas, Tex, 
KOV Pittsburgh, Pa. 

WC1 I \kron. Ohio 
M)K \ Pittsburgh 


24 july 1961 

station's sing-along schedule, but 

How KTUL, Tulsa, promoted sing-along 

• Circulation of 130.000 eight-page sing-along special section. The section 
features lyrics to 78 standard songs; contests; stories and pictures of the 
station disk jockeys. 

• Ran 50 taxi posters, on alternate weeks. 

• 26 jumbo and tail-light city bus cards. 

• 26 24-sheet billboards ran for one month. 

• 20,000 stick-on bumper stickers distributed by local service station chain. 
Listeners were induced to procure stickers, and cars bearing them were stopped 
by station mobile units, and drivers were awarded prizes. 

• 20,000 paper coasters used in restaurants, taverns, etc. 

• Saturation tv spots. 

• Teaser newspaper ads. 

• Special jingle series produced by Commercial Recording Co. of Dallas, 
used as 45 rpm give-away. 

• Remote broadcasts staged at shopping centers, stores, etc. 

• On-the-air tie-ins with frequent time and weather checks as follows: 
"i hour) sing-along time . . . — degrees, sing-along temperature." 


He cited two examples of Buffalo 
advertisers who tie in with their sing- 
along sponsorship. These are Satt- 
ler's, a local department store, and 
The Sample Shop, a ladies retail out- 

Sattler's tied-in with an intensive 
four-day promotion called "Sing A 
Song of Savings Sale." The store is- 
sued serial-numbered sing-along song 
books at various in-store locations. 
Then, 12 times daily for four days, 
WEBR broadcast the winning num- 
bers. Prizes included albums, stereo 
equipment, trips to New York, a 
meeting with Mitch Miller, and 

There were also remote broadcasts 
done from Sattler's window. 

The Sample Shop, which has five 
outlets in Buffalo, sponsors a weekly 
half-hour live sing-along session at 
different theatres near Buffalo high 
schools. After the on-the-air sing- 
along segment, the store . continues 
with fashion entertainment such as 
shows, lectures, etc., geared to the 


high school girl. 

WEBR also had success with sing- 
along in the public service area. Last 
February two hour-long sing-along 
shows were broadcast on behalf of 
the Heart Association of Erie Coun- 
ty. The first broadcast, called "Sing- 
Along Spell Down For Heart Cam- 
paign" consisted of unnamed songs 
containing the word "heart" in the 
title. Government bonds were 
awarded to those who submitted the 
greatest number of correct titles. 
"Sizably increased donations could 
be traced directly to the first pro- 
gram," a Heart Assn. spokesman 

The Heart program was an adapta- 
tion of a regular weekly WEBR sing- 
along show called The Sing- Along 
Spell Down. 

Although sing-along is unquestion- 
ably identified wtih Mitch Miller, sta- 
tions integrate many other vocal 
groups, choruses, even solo perform- 
ers into their sing-along format. Mil- 
ler records are played in nearly every 


intervals of anywhere from five to 

At KDKA, Pittsburgh, "SL 
Along" days have become popu 
this summer. The station stages g 
sing-alongs on behalf of clients su 
as East Hills Shopping Center a 
North Hills Shopping Center. KDK 
disk jockeys lead the community sin, 
and there is competition by amatei 
groups and barber-shop harmo 
groups. On each sing-along day, tl 
station plays records of this type e:' 
clusively on all of its music shows. fl r 

A few months ago the Tarlow stJ 
tion group became interested in tl] 
sing-along trend and decided to "tel 1 
market" the format on their Ne] 
Orleans outlet WJBW. 

During the day, the station pla^f 
regular pop music or top 40 show 
but in the evening, during the monl i 
of May, it instituted sing-alor 
programs. "Although we haven't hi 
time to conclusively evaluate the r 
suits, vice president and general ma I 
ager Allan W. Roberts said, "I ct 
tell you we did find good audiem' ■' 
and client reaction." 

The decision to program sing-aloi 
on all Tarlow Associate's other thn 
stations is still in the works, 
group is considering creating an 
age around a girl named "Sal" (s\ 
along) to be used for out-of-sta^ 
as well as on-the-air promotion 

One of the most successful ri 
sing-along ventures was undertal 
not by a station, but by a jingle 
ducer, Commercial Recording C< 

CRC has produced two volumes 
15 sing-along station promotion ji 
gles which have been bought by i 
stations to date. The jingles vary 
length from 30-seconds to over 

One of CRC's customers is WAB 
New York. The station alternat 
these jingles with others. When 
sing-along jingle is due on the air 
is usually preceded by a Mitch Mill 
sing-along recording. 

Here's an example of a CRC sin 
along jingle, produced for WABC: 
(to the tune of "Oh, You Beautif 
Oh, that beautiful sound, that gre 

big beautiful sound. 
Music all New York is sin-gin , tun 

to keep a city swingin' 
Oh, that beautiful sound of WABC 



24 july 19ij 


u can hear the music everyone 

loves best 
ery hour you're a welcome guest 
y tuned to seventy-seven 
, that beautiful sound. 
iVABC also got its feet wet with 
g-along programing about six 
nths ago. At that time the station 
i about to undergo a complete 
w sound." Sing-along was used in 
wo-day splash just before the sta- 
in n's new format got underway, sort 
to wash away any trace of the 
d sound" and clear the air for the 
w v one. 

or two solid days 
yed nothing but 
sic. According to vice 
general manager Harold L. Neal 
"mail response was tremendous 
1 the event was a success." Subse- 
nt sing-along shows have been 
sidered but no definite plans are 
for WABC. 

n general, stations report that lo- 
advertisers are "hotter for radio 

the station 


sing-along" than are the national 
spot buyers. This stands to reason 
because of the ways in which the for- 
mat lends itself to merchandising and 

Although local advertisers like 
sing-along, a major encouragement 
to station managers in the sing-along 
area hasn't been from advertisers, 
but from audience reaction. Few sta- 
tions report a tremendous inflow of 
new business since sing-along. 

KTUL Tulsa, (see accompanying 
box) reports, however, that several 
of their larger advertisers such as 
Coca-Cola, Falstaff Brewing and 
Busch-Bavarian, have capitalized on 
sing-along with their own singing 

Several KTUL advertisers utilized 
sing-along as a tie-in by requesting 

announcers to invite listeners to sing 
along with their singing commercials. 
Maryland Club Coffee, for one., pro- 
duced their own five-minute sing- 
along programs featuring the Johnny 

Mann singers. 

Most otlici stations report, how- 
ever, that there hasn't been "any rush 
of over the transom sing-along buy- 
ers," but general!) there is good re- 
ception from regular station adver- 
tisers and those sing-along advertis- 
ers already in the shop. 

Here is how several stations pro- 
gram sing-along: 

• WGEM Quincy, III.— Starting in 
January of this year, WGEM sched- 
uled an average of one sing-along se- 
lection per quarter hour throughout 
the broadcast week. This was de- 
signed to take advantage of the tv 
version which was carried by WGEM- 
TV. Within three weeks, over 2,500 
requests for sing-along song pam- 
phlets were received. Newspaper and 
on-the-air spots were used to promote 
both the tv and radio versions. 

WGEM expects the sing-along 
trend to last "as long as there is the 
proper amount of exposure" and an- 
i f 'leas*- turn to page 48) 

Stations agree on sing-along regalia 

Straw hats and striped jackets are the order 
of the day at stations promoting their sing- 
along formats. Entertaining crowd at KDKA 
Pittsburgh sing-along day (top left) are d.j.'s 
Clark Race, Bob Tracey, Jim Williams, Art 
Pallan. Another sing-along special, KTUL's 
Sing-Along Night, bring's d.j.'s Darrel Hud- 
dleston, Gene Harden, Mike Miller out in 
striped finery (bottom left). Adding pulchri- 
tude to the popular garb are KAPE (San 
Antonio) Kaper girls (above). Many sta- 
tions programing sing-along have come up 
with stripes and straw outfit for personal 
appearances on behalf of station or clients 


OBVIOUSLY wrapped up in his work is Bernard Goldberg, executive v. p. of Schenley Import Co., shown here with "Dubonnet Bloi 
(Deidre Lesage) (left) and "Dubonnet Red" (Francesca Fontaine). The two young ladies figured prominently in the Dubonnet wine prom< 

In New York they're lapping it up 

^ Schenley Import's radio/tv test for its Dubonnet 
apertif in the N. Y. area this spring, pushes sales up 22% 

^ Success of air media venture paves way for large- 
scale invasion of other major markets for Dubonnet 

I o wine merchants in the New 
York area, the broadcasting media 
have suddenly taken on the awesome 
proportions of a well-endowed glam- 
our girl. 

This new found fascination is the 
direct result of a first-time radio/tv 
plunge by Schenley Import for its 
apertif, Dubonnet, early this spring. 

The campaign, which broke mid- 
April over two New York City tv sta- 
tions — independents — and five radio 
outlets, was brought to a climax just 
last week. And, because of the rate 
metropolitanites are lapping up the 
French beverage, the air test has 
proved itself a potent eye-opener to 
both retailer and manufacturer. 

To the wine maker, the New York 
venture has brought about a complete 
revision in advertising schemes. Al- 
though for more than a decade, the 


apertif had been heavily played up 
in national slicks, to the tune of a 
quarter of a million per year, in the 
future, only a small portion of the 
money will go down that way. The 
bulk of the budget will go into radio 
and tv, and according to Schenley 
Import executive vice president, Ber- 
nard Goldberg, at the moment, a ra- 
dio-tv expansion program is being 
readied for California as well as 
other major wine markets for early 
September. (For Goldberg's com- 
ments on the air media venture — see 
box on opposite page). 

For the dealers, the campaign was 
particularly impressive. Instead of an 
anticipatory falling off in sales due 
to a simultaneous jump in product 
price (from $2.45 to $2.99 per bot- 
tle), sales began to soar. By June, 
less than three months after the cam- 

paign took to the air, Dubonnet d 
exceeded last year's total business t 
a substantial 22%. 

"The retailers" says Schenley 's iL 
"for the first time, are sitting up d 
taking notice of radio and tv." Wh i 
more, they're impressed with the i 
that customers explain that they re 
heard — or seen — the Dubonnet c I 
mercials. The New York test 1 
begun after a test of the metro n I 
ket showed a definite sales activit; n 
the middle-income sections where 
viously the demand for wines of t 
Dubonnet class had been small I 
negligible. Since it's introductim 
the United States, Dubonnet had b n 
sold mostly to women, especially o 
those in the upper economic str I 
"This base, however, is beginning 
expand rapidly," says Goldberg, I 
this naturally leads to a considers 
broadening of our marketing ( 
cepts for the brand." 

The Dubonnet wines (there 
two, the more popular red anc 
blonde colored apertif) is currei 
finding favor with two other groupl 
groups that represent a market! 
some two and a half million peoplm 
New York City alone. The if 


24 JULY 1 

!Dup is made up of businessmen who 

d regular cocktails a wee bit too 
I ong for their palate but are reluc- 

it to forego the camaraderie of so- 
ul drinking. Studies in these areas, 
low that ll'< of the Dubonnet pur- 
sues in restaurants, clubs and hotel 
1 rs are made by these businessmen, 
(•represents a rise of more than 30' < 
d the past decade. 

The second group is comprised of 
ling young career women — buyers. 
i -cu i chers. publishing assistants, 
i dels — as well as housewives from 
iddle-income and lower middle in- 
uiie homes. These women wish to 
1 sociable but prefer a gentler. 
r>re fashionable drink. 

In essence. Schenley is out to bring 
t' huropean drinking culture — sip- 
pg an apertif (and it might as well 
1 Dubonnet) — to the United States 
qd to make it an American way of 

Furthermore the wine maker is 
jilting lock, stock, and barrel on the 
jemise "in wine sales, as New York 
>es, so goes the nation/' 

If we can get more society folk, 
lisiness executives, career women 
id housewives in New York to order 
jjbonnet then we have a good chance 
\ influencing the 14 million societv 
[ople, business executives, career 
\>men and housewives who flock to 

n ^ ork City each year from all 
iris of the U.S.," comments Gold- 

The results of the just concluded 
ew York City ad test would indi- 
fte that Dubonnet has taken the 
ght "influencing" tack. 

The influencer, in the New York 


gamble included weekl) sponsorship 
of a major t\ program a musical 
variet) show featuring the bland 
music of master musician Mantovani 
with a good sprinkling of name guest 
stars like Vic Damone, Connie Fran- 
cis, Pataehu. Joni James, the Hi-Lo's. 
Entitled Dubonnet Time, the show 
was seen over \\ VI \ with simulcast 
over the station- sister radio outlets 

Although the shows time slot — 
Saturday night at 10 p.m. — had it 
facing up to such unnerving competi- 
tion as CBS's popular Gunsmoke. 
Dubonnet Time cultivated a following 
of its own. 

On tv. the Dubonnet campaign was 
fortified with a good smattering of 
spots. Lsing the same soft-sell musi- 
cal commercial (with a little touch of 
French dialogue thrown in for effect I 
the spots were seen on WNTA's 
Play of the Week; Mike Wallace 
News; Picture of the Week; New 
Movie; Mike Wallace Interview; and 
Open End. It added up to daily 

On WOR-TV. the schedule shaped 
up like this: Million Dollar Movie; 
Treasure; Sneak Preview; Crime 
Does Not Pay: Playboy Penthouse; 
H\ Gardner: anil In Art Theater. 

The radio saturation, 20's, 30's and 
minutes represented a total of 65 
spots per week at the rate of nine or 
10 dailv. Thev were heard over WOR. 
slotted during hea\ \ traffic times, and 
during morning and nighttime hours. 

Dubonnet's agency was Kleppner 
and the campaign was worked out 
under the direction of Schenley's v.p. 

5 A SPECIAL tie-in, Schenley honored Chrysler's new Dubonnet colored car by sending 

!t Dubonnet kiosks to the dealers. Shown here with the R. W. Dawsons, first couple to buy 
r at Buccheri Motors are (l-r) J. Buccheri, L. Buccheri, L. Baer, Schenley's Bernard Goldberg 

Goldberg and advertising and promo- 
tion manager I. Scott < Scott) I Roi 

I he campaign however, did n< 
oil the ground w ithoul a bit oi diffi- 
culty. The trouble -pot was Schen 
ley's "seal oi elegance" which i- 
flashed on the screen brief!] al the 
end of the program. 

Two other New York Cit) tv sta- 
tions, the CBS and NBC outlets, 
flatly turned down the Dubonnet com- 
mercials because of the Schenley Im- 
port connection with hard liquor. \l- 
though no mention is made of 
Schenley's connection and the Schen- 


Schenley Import's executive v.p. Ber- § 
nard Goldberg had this to say about 1 
the nir campaign versus print: 

"The money ice have i 
spent for air time in both 
radio and tv for Dubon- { 
net, has returned great 
dividends in an amazing- 
ly short period of time. 
On the basis of this IS. Y. 
success, ive are expand- 
ing our radio /tv pro- 

ley seal is seen fleetinglv. the com- 
mercials were given a thumbs down 
treatment bj these stations because 
they felt it came dangerousb close to 
flirting with the t\ code. 

What effect the Schenley seal will 
have on the proposed t\ advertising 
program in other markets, remains to 
be seen. The possibilit) exists that 
this emblem ma\ be discarded or at 
an\ rate — revised, in order to smooth 
the way for the extensive ad cam- 
paigns now under consideration. 

Currently, taking a hiatus until La 

bor Day, Dubonnet's air debut was 

backed up b\ newspapei ads and a 
flood of attractive, and colorful mail- 
ers, filled with new- of what the com- 
pany was doing on the airwaves and 

on t\. went out to the dealer-. Uso, 

post-card recordings of the Dubonnet 
musical message with instructions I" 
put this on your record player right 
away." [Tie campaign was bolstered 

b\ the addition of a -o. ailed "ta-k 

force'" comprised of three attractive 

New York (it\ model-. Posing as 

i Please turn to page 19 i 



^ In-depth training programs at WTOP-TV, Washington, D. C. 
and WRGB (TV), Schenectady, show what happens when new 
rep takes over client formerly handled by net sales organization 


(1) Kata Agency personnel arrive at Schenec- 
tady in rain for 9:30 a.m. meeting that begins 
all-day productive indoctrination session at station WRGB (TV) 

(2) By 10 a.m. they are deep in a skull session with Robert 
manager of marketing, on the special features, area, and 
major characteristics of the upstate WRGB (TV) broadcast m 

IA/TAD XII ' ^ ' TvAR contingent descends on Washington. 
If I Ur " I V George F. Hartford, WTOP-TV v.p., gen. mgr. 
greets Robert McGredy, TvAR exec. v.p. and general manager 

(2) Robert A. J. Bordley, general sales manager for WTOI"V. 
(second from left), gives detailed explanation of WTOP-TV's rt- 
ings, sales policies and other station practices to TvAR persciel 



24 JULY 1)1 

PI he FCC order that networks stop 

('resenting tv affiliates in national 

jit business ^except their owned- 

I operated stations I has produced 

1 nerous changes in station rep al- 

- When major outlets are in- 

ved, mass migrations of a rep 

ins *tafF filled with the zeal and 

llication of pilgrims off to Mecca, standard operating procedure. 

dere in picture stories sponsor 

in graphic fashion how the 

staffers of two station rep organiza- 
tions helped to familiarize themselves 
with their new stations' programing, 
sales, and promotional activities. In 
the case of \\ TOP-TV, Washington. 
D. C, the station switched from CBS 
Television Spot Sales to TvAR last 
month. With the changeover the 
parties involved began a series of 
earnest huddles. First of these meet- 
ings was held in New York (head- 
quarters for TvAR) between execu- 

tive- of both organizations. Policies 
and practices of each group wen 
thoroughl) kicked around. Next Btep 
was to have the TvAR staffers exam- 
ine, first hand, facilities, programs, 
sales practices and promotional activ- 
ities at Broadcast House, WTOP-TV'a 
building in Washington. This called 
for an intensive two-da) meeting. Half 
the TvAR reps visited \\ TOP TV in 
April, the remaining half in May. 

The TvAR representatives viewed 

J Other before lunch meetings included a tour of the station's 
nerous facilities. In this instance, Charles King, WRGB manager 
reproduction, shows rep group the control room video tape unit 

(4) The business session was interrupted for a very fast lunch and 
immediately after, the executives of the General Electric station 
gave the station representatives additional inside views of station 


Robert M. Adams, director of promotion for WTOP-TV, points 
the station's coverage area in his presentation to the TvAR 
s representatives during the recent in-depth two-day meeting 


24 JULY 1961 

(4) Following the coverage area presentation, John Ward, director 
of merchandising activities, describes station's facilities for aiding 
advertisers in moving their important products and services 


videotaped recordings of all the sta- 
tion's live programs — news, chil- 
dren's programs, public affairs pro- 
grams. They also examined the sta- 
tion's formats for local film pro- 
grams. Hardly a nook and cranny of 
the station was overlooked by the 
sales representatives. Studios, video- 
tape facilites, remote units, film li- 
brary, telecine, and many other areas 
were shown and fully explained to 
the station representatives. They also 

made a complete tour of the Wash- 
ington market from Arlington Coun- 
ty, Va. to the Wheaton Shopping 
Plaza in Montgomery County, Md. 

The Katz Agency made a similar 
orientation visit to WRGB (TV), 
Schenectady, N. Y. The station was 
formerly represented by NBC Spot 
Sales. The entire New York office 
sales force, part of the Chicago and 
Detroit offices and the Katz man in 
the Boston office attended the meet- 

ing at the station and the tour of 
market. The Katz Agency men mi 
the visit to WRGB (TV) on Sat 
day, 10 June and assumed full rej 
sentation of the station on 1 Ji 
All but the Chicago group drove 
from New York and in order to 
rive by 9:30 a.m. they had to lei 
the city and suburbs by 5:30 a 
It was an all-business session tl 
added up to some 16 hours of ind 
trination with the station's credo 


(5) A bus tour of the station's market area was part of the all- 
important visit tor Katz Agency staffers. Here, Robert Reid takes 
over loudspeaker chores from George Spring, manager of sales 

(6) End of a 16-hour working day indoctrination came for b 
the Katz Agency reps and station execs when J. M. Lang, gene 
manager, bid Scott Donohue, Katz agency vice-pres r dent good-l 

(5) Jim Silman, director of programs for WTOP-TV, shows the TvAR 
sales representatives through station's studios and carefully reviews 
the station's present and extensive future programming plans 

(6) Another important phase of the presentation was a trip throi 
the WTOP-TV market. Here a group of TvAR sales representati 
pile into limousine to see the capital's mushrooming market ai 



24 july 19', 


Another in a SPONSOR series 

LAST YEAR, the editors of SPONSOR, reporting on 
the program revolution that has been shaking the 
radio business began a series of articles on "Radio's 
big new burst of creativity" which attracted much 
industry attention. This special two-part story by 
Elmo Ellis, program director, WSB, Atlanta, is an- 
other in the series on radio's creative rebirth. It 
was originally delivered as a speech to the North 
Carolina Broadcasters' Association. Part I, which 
appeared in the 17 July issue of SPONSOR, dis- 
cussed what Ellis calls the greatest challenge faced 
by broadcasters — "how to combat boredom, resent- 
ment, antagonism, fear, and fatigue." His practical 
suggestions, based on experience on programing a 
highly successful radio outlet, will be of great in- 
terest, not only to radio station men but to adver- 
tiser and agency executives who use the medium. 
Ellis is the co-author, with J. Leonard Reinsch, 
of the textbook, "Radio Station Management." 





Elmo Ellis, WSB Atlanta, lists 15 points, including 
•une surprising "don'ts" for first class radio stations 

His No. One rule for making money, pleasing the 
ight people is to "forget and ignore your competitor" 

If you want to run a good first- 
nss station that will make mone) 
id please the right people — includ- 
jg Mr. Minow — let me suggest these 
^conventional points for your con- 

. Forget your competitor — -Ignore 
m. Don't listen to him. If some- 
>dy asks me — what are your chief 
mpetitors doing — I can honestly 
y — I don't know. I'm much too 
isj running my own station and 
ving to do the job right — to spend 
ne seeing what other stations are 
»ing wrong. 

2. Don't play the songs that are 
lling best. This only means that 

these records have attracted record 
buyers in record stores. You can cre- 
ate your own bit list 1>\ spotlighting 
the songs you think sound best for 
\ our t\pe operation. 

Furthermore, don't even bother 
about plaving the hit versions of rec- 
ords. Often there are equallv good 
or better versions, and often the\ 
sound more like the type station you 
wish to represent. And believe me. 
you must decide what you want to 
sound like, for the public will draw- 
its own conclusions, whether \ou do 
or not. 

3. Don't ti\ to be first with the 
news. This means nothing actually 


24 july 1961 

because the audience invariably will 
ask the question: First with what 

W e had a station in Atlanta that 
was first to report the death of two 
policemen and one gangster in a 100 
mile-an-hour cops and robber chase. 
The only catch was — after thi> ~ta- 
lion had gotten all this information 
from one of its listeners — and had 
dulj reported it on the air — our 
newsman checked the real facts and 
found the story was completely er- 
roneous. I'he two policemen report- 
ed killed were at home asleep. \nd 
the listener who had called this sta- 
tion with the original fake story, was 
found to have ui\ <*n them a phonj 
name and address. 

So I would say: don't trj to be 

first with the news: tr\ to be right. 

1. Another don't Vlthougb wom- 
en comprise a verj high percent of 
the radio audience -especially dur- 
ing certain hours — don't program to 
I Please turn to page 19) 



^ Merck Sharp & Dohme spends $150,000 on one- 
shot network tv show for medics without a sales pitch 

^ Pharmaceutical firm spends large sum each year to 
play up medical profession as public service tribute 

■vast month, a major pharmacei 
cal house picked up a $150,000 I 
for its first net tv show and star 
a lot of talk around the country. 1 
talk is important — to both netw< 
and sponsor, and both are keepinj 
close ear to the ground. For whetl 
or not another move is made in t 
direction, depends largely on wh; 
being said. 

The discussion target is Mei 
Sharp & Dohme's most recent, a 
largest salute to the nation's med 
— the hour-long, plug-free, Dr. B d 
umentary seen over 120 NBC-TV s 
tions, 27 June. 

For the past three years, as p 
of its professional relations progra 
Merck Sharp & Dohme has shell 
out a substantial sum on educatioi 
tv shows filled with information 
medical problems with nary a pi 
for its own vast store of pha 
ceutical products. ( For a look 
what has been done in the past a 
the stations bought — see box oppos 
page. I The programs, some on ta 
or live, but mostly on film, were hi 
hour in duration. The Dr. B sh 
was the first major full-hour prod' 
tion with a mass exposure. 

Whether or not the drug firm v 
go into something quite like t 
again, depends largely on how « 
the Dr. B show went over — not oi 
with radio/tv critics, but with t 
medical profession itself. 

Although it will be at least t 
months before enough medical co 
ments are rounded up to shape 
the situation, the majority of nei 
paper columnists had nice things 
say about the documentary. The 
were a few, however, who took a d 
view of the production. 

Scripps-Howard syndicated colu 
nist Harriet Van Home had oi 

LEAD ROLE of Dr. B. was played by n 
life doctor, A. John Bambara, of Flemi 
ton, N.J., shown here in film story v 
patient. Film showed medic on daily roui 


BNI PARK, now executive producer for Westinghouse Broadcasting 
C. Productions, Inc., was producer of Dr. B film while at NBC. Film 
v., temporarily shelved when he left during a reshuffling of personnel 

JAMES NELSON, manager of NBC special events, is 
shown here with Art Oppenheim (at left) of the NBC press 
department going over plans for publicizing Dr. B film 

rsh words for Dr. B. She wrapped 
up like this: "a quite insufferable 
cumentary" and, "the words were 
tjte, the observations commonplace" 
ad, "a clumsy but well-meaning ac- 
cunt of a general practitioner's 
finding life." 

Miss Van Home said she thought 

t it Xmerica's family doctor de- 

ved a much better tribute. 

Ih;' general tone of the reviews, 

Iwever, follow along the lines of 

tpse words by UPI's Fred Danzig, 

worthwhile hour because it had a 

fmendous asset going for it," and 

t!e feelings expressed by Bob Wil- 

kms of the Philadelphia's The Eve- 

rg Bulletin, "it is such a program 
this that television measures up 
t its boundless potential." 

I Dr. B was produced by Ben Park 
I th the cooperation of Hunterdon 
Jedical Center, Flemington, N. J. 
j was done while Park was with 
5BC. He is now executive producer 
jr Westinghouse Broadcasting Co. 

nductions, Inc. 

LThe film which was shelved for a 
ne when Park left NBC during a 
'shuffling of personnel there was 
icked up by Merck Sharp & 
«>hme early this year, in coopera- 
bn with the American Medical As- 

The telecasting was scheduled to 
be with the A.M.A.'s annual meet- 
ly in New York City, in keeping 
ith its policy of presenting, initially. 
jl programs at the time of the an- 
ual meeting of the cooperating so- 

The program which showed an 
{Please turn to jHige il I 




24 july 1961 






HOUR (P.M.) 

1 June lO- 
ll, 1959 

\M \ Daily Bulletin 
of the Air 

New York, N. Y 


W & Th: 


I June 11- 
12, 1959 

\ \1 \ Daily Bulletin 
of the Air 

Boston, Mass. 


Th & F: 

j Nov. 18, 1959 

Life Begins at 65 



W: 10:30-11 

[ Nov. 22, 1959 

Life Begins at 65 



S: 3-3:30 

j Nov. 22, 1959 

Life Begins at 65 

St. Louis 


S: 9:30-10 

I Dec. 3, 1959 

Other Side of the Sun 



Th: 8-8:30 

1 Dec. 3, 1959 

Other Side of the Sun 


KFJZ-TA Th: 8-8:30 
(Ft. Worth) 

Other Side of the Sun 



S: 8-8:30 

; Dec. 7, 1959 

Other Side of the Sun 

Salt Lake City 

KSL -T\ 

M: 10:30-11 

l March 23, 


Mam of Ever) Hour 



W: 7-7:30 

I March 27, 

Many of Every Hour 



S: 5:30-6 

I April 3, 1960 

Many of Every Hour 



S: 3:30-4 

! April 5. 1960 

Many of Every Hour 



T: 6:30-7 

April 10, 1960 Many of Every Hour 

< aneiiinati 


S: 6-6:30 

April 11, 1960 Many of Every Hour 



M: 10:15-10:4^ 

April 3, 1960 

Let's Look at 

( » 1 1 1 selves 

San Francisco 

S: 1:30-2 

June 1 1. 

Medicine I S \ 
Show 1, 2, 3, 4 




9-9:30; 8:30-9 

June 28, 
30, July 5, 7 

Medicine USA 
Show 1, 2, 3, 4 



S: 5:30-6 

June 26 
July 3. 10. 17 

Medicine USA 
Sho« 1. 2. 3, 4 


\\ IM -T\ 

T: 6:30-7 
Th: 10:30-11 
T: 6:30-7 
Th: 10:30-11 

Oct. 19 

Safe at Home 



Oct. 19 

Safe at Home 





Oct. 23 

Safe at Home 



School for Doctors 

St. Louis 



Nov. 2 

School for Doctors 


W IM -T\ 


Nov. 13 

Si hool for Doctors 


w ill r\ 


Nov. 30 

S< hool for Doctors 

Wash., D. C. 



April 19, 1961 

The Careless Ones 


\\( MIA 


April 28, 1961 

The Careless Ones 


W 111 I V 


May 9 

The Careless Ones 


\\ IS< T\ 


May 10 

The Daih Crind 


W « K 1 1 \ 


May 22 

The Daily Grind 


W III - 1 \ 


Mav 31 

The Daily Grind 


\\ IX -1 \ 


27. 1961 

Dr. B 

NBC-TV Network 





(PART 1: T 

Those replying to this week's 
question are: 

• Thomas J. White, Avery- 
Knodel. Inc.. New York 

• Otto A. Ohland, Blair-Tv. 
New York 

• C. William Boiling, The Boll- 
ing Co., Inc., New York 

• James F. O'Crady, Jr., 
Young-Tv, New York 

Thomas J. White, i'.p. for tv, Avery- 
Knodel, Inc., New York 

The competitive nature of fall busi- 
ness will bring about many changes 
in price structures. The 40-, 30-, and 
20-second announcement time cate- 
gories will obviously change cards 
considerably. These new categories 
will bring new problems to the na- 
tional spot field. 

Will additional prime time invest- 
ments reduce the fringe time invest- 

The situation 
is fluid but 
there will 
be rate 
changes for 

ments? Will more prime time in- 
vestments reduce smaller market ac- 
tivity? These questions will remain 
unanswered until the industry sets 
rates for these new announcement 
times and until the period of experi- 
mentation is completed by agencies. 

A definite problem in the national 
spot field which must be looked at by 
all is the adoption of sectional rate 
cards which tend to reduce total mar- 
ket budgets. Most stations holding 
rates are doing their best to present 
an equal rate to all advertisers for 
like time delivered with no gimmicks. 

The general problem of rate in- 
crease or decrease must be consid- 
ered, however, on a market-by-mar- 
ket, station-by-station basis and a 
generality cannot be expressed with 
spot tv as it exists today in such a 
fluid state. 

Otto A. Ohland, Blair-Tv Rate Card 

Committee, New York- 
Spot television rates in the next six 
months will not increase except in 
rare instances where individual sta- 
tion adjustments may take place. Be- 
cause of the increase of approximate- 

There may 
well be rate 
because of 
54% more 
prime time 

ly 54%> in the prime time product 
this fall, there may well be a de- 
crease in rates through the increased 
offering of plans and preemptible 
spots in prime time. Competition will 
be keener than ever with this in- 
crease in available spot time plus the 
infringement by all the networks 
with their stepped up program of 
selling participations. Competition, 
plus an increase in available spots, 
does not call for an increase in rates. 
There is no doubt about the fact that 
spot tv advertisers will continue to 
enjoy the relative low cost of this 
highly productive medium. Those 
using the standard 10-second and 20- 
second announcements in prime time 
this fall will further enjoy an in- 
crease in efficiency by reaching more 
people with their message for the 
same dollar spent. 

C. William Boiling, asst. to president, 
The Boiling Company, Inc., New York 
It is our considered opinion that 
spot tv rates will undergo more 
changes over the next six months 
than any other summer period in the 
last three years. The two biggest 
influences affecting these changes 
are: the new NAB Code reducing sub- 
scribing stations from six to four 
commercial messages per half hour: 
and the new availabilities created by 
extended station breaks. 

We all know that tv operators are 
caught in the profit squeeze like most 
other businesses. The new code lim- 

its on the number of commerc i 
pretty much indicates, therefore, 1 
fewer broadcast units must indiv. 
ually produce more revenue if 
tions are to maintain and impr i 
their levels of service. This, 
course, means rate increases wh|i 
advertisers should not find too h 
to take in light of lessened comp- 
tion for viewer-attention to comn 
cials. Many operators have ill 
cated their willingness to run as : 
as two commercials per half houil 
advertisers agree to pay proporti ■ 
ate increases. To date, howe\ 
there have been few, if any, will 

Ever since ABC TV and CBS ' 
announced their extended stat i 
break plan we've been counsell 
with stations, major advertisers (.; 
ver, P&G) and agencies (Bates, Y& 
all of whom are trying to arrive a| 
sane approach to utilize and pr' 
the new commodity. 

Many stations now price priji 
20's at 80% of the minute rate bu 
gets a bit thick when we consiij 
running two 20's in a break and 
40-seconds cost out 60% more 
a minute. The solution appare 
lies in special rate categories for 
20, 30 or 40 seconds in the extenc 

Those advertisers overly concen 
with dilution of viewer impact due 
more units being run in the extenc 
breaks may well have to change th 
commercial approach or use Ion;' 
spots to insure effectiveness. 

Overall we feel we are in for 

There'll be 
more changes 
rates than a 
summer in 
the past 
three years 

creases in prime unit costs and t' 
creation of new categories to keep 
with the times. For this reason 
are in the process of advising cj 
(Please turn to page 53) 



24 july 19 




an i 





Thinking of buying a sports package? 

Everybody is these days — and to 
kep "in the swim," to use a sports 
tm, you should be thinking of 
ce, too. 

Here's just about the best sports 
pclcage available. Takes you to 
eery ball park, every week — the 
hding pro football, basketball, 
Kckey games — race tracks — every 
golf match — lots of unusual 
beat sports — the major overseas 
<ents — great coverage on food, 
'avel, apparel — the whole works. 

Reaches more than 1,100,000 
lult men every week — 640,000 
•!lult women — 540,000 teen-agers, 
amily-type show throughout. 

hat's just primary coverage. Rat- 

ing service we know credits it with 
6,000,000 total, but we're inclined 
to discount that. 

But then you could double these 
figures if you wanted to. The me- 
dian income of these families is 
$10,835 a year. The median in- 
come of run-of-the-mill U.S. fam- 
ilies, when there are 53 paydays in 
the year, is $100 a week. That's 
why most of the real customers, for 
items like cars, insurance, appli- 
ances, air and sea travel, are found 
among Sports Illustrated fam- 
ilies — who have double the U.S. 
median family income. 

The 1 3-time rate for the national 
package is $76,050 — for 26 weeks, 

$145,730. Also comes in color — 
figure about 35% more. Regional 
rates available on request. Mer- 
chandising — goes without saying. 
Of course, your full-page cam- 
paign in Sports Illustrated will 
have some competition. In fact, 
only 4 magazines carried more con- 
sumer ad pages in 1960 than did 
SI. But don't worry about "viewer 
interest"or"long-term recall" in this 
medium. Readers have been known 
to take Sports Illustrated with 
them to the icebox and never lift 
their eyes from the page. 

Sports Illustrated 

L. L. Callaway Jr., Adv. Director, 
Time and Life Bldg., N. Y. 20. 

I'ONSOR • 24 JULY 1961 



Capsule case histories of suco 
local and regional radio camp< 



SPONSOR: Mishawaka Gates Chevrolet AGENCY: Direct 

Capsule case history: Three weeks ago, Mishawaka Gates 
Chevrolet decided to get rid of eight 1960 Chevrolets, four 
new and four demonstrators. As usual, they called the local 
newspaper, but found that Thursday was the earliest that the 
ad could appear in the paper. They then called WNDU 
radio, and bought about 10 one-minute spots per day for a 
week. Tuesday morning the first announcement was made, 
and that same morning, during the early sales meeting, the 
phone began to ring . . . and it didn't stop ringing all day 
long. The client got so much traffic from the WNDU 
spots, that it decided to put its lower price models "for 
a slightly higher cost than the '60 cars" on the floor. In one 
week's time the dealer sold all the demonstrators, plus 30 
1961 models. Virgil Van Meter, sales manager for Mish- 
awaka Gates, says, "The immediate results and the power 
of radio in sustaining sales all week really amazed us. We 
will be back for more WNDU radio time in the future." 
WNDU, South Bend Announcements 


SPONSOR: Sure Way Super Markets AGENCY: Direct 

Capsule case history: In 1952, when Sure Way Super 
Markets was in fourth position in Green Bay, Wise, in 
terms of retail grocery sales, it started sponsorship of a 
15 minute radio program, The Sure Way Telephone Quiz, 
on WBAY, Green Bay. The program, placed in the 9:30- 
9:45 a.m. segment Monday through Friday, features tele- 
phone calls made from the WBAY studios at random to 
people in the area. If those called answer the questions cor- 
rectly, they receive an award. The correct answers to all 
questions are posted in each of the six Sure Way stores. 
Sure Way says that as soon as a new answer is posted, they 
notice a decided influx of shoppers in the stores. Sure Way 
is still sponsoring the shows and today the chain is in 
number one position. J. J. Van Essen, vice president and 
advertising manager of Sure Way, says a "considerable por- 
tion of our success is definitely attributable to WBAY." 
WBAY, Green Bay, Wisconsin Program 



SPONSOR: Gallo Wine Company 


Capsule case history: Three months of 24 radio spots e 
week was the strategy of the promotion for Thunderl 
wine, according to Eugene Pio, district manager of the 
Division of the Gallo Wine Company. In the Pennsylva 
campaign, Pio chose KQV Pittsburgh as the major medi 
to reach this concentrated area of the state market. At I 
end of the campaign — which included other media- 
announced that "KQV was the key to the success of Th 
derbird in this market." By spacing the announcement; 
reach each segment of the wine-buying public during 
periods of greatest listening concentration for each gro 
the Gallo Wine people felt they were best able to take adv 
tage of radio's sales impact in the Pittsburgh area, 
winery, which has concentrated its advertising budget 
radio over the years, plans to make even greater use of 
medium in the future. "Radio today is more suited to i 
needs than ever," Pio said. 
KQV, Pittsburgh Announcemi 


SPONSOR: Allen Metal Products Co. AGENCY: Di 

Capsule case history: Allen Metal Products Co. brok 
sales record recently in Winston-Salem, N. C, and it hapf 
credits the feat to WSJS radio. Harold Allen, owner i 
president of the company, bought two 60-second announ 
ments per day, Monday through Friday, on the station, i 
awaited the results. He didn't have to wait long for, at 
end of the first six weeks of the campaign, the value of 
sales to customers mentioning WSJS totaled $7,000 wo 
of aluminum awnings, storm windows, and storm doc 
With the station covering a four-county area, Allen 
that WSJS reached more people than was possible 
other media and the metal products company has b( 
a continuous and satisfied advertiser on WSJS since. "1 
dio has been and still is my best form of advertising throu 
out the year," says Harold Allen. 
WSJS, Winston Salem, N. C. Announce*. 

SPONSOR • 24 JULY 1961 

On the ground . . . 

'Thank you for forwarding to me your station's 
editorial in recognition of the superior manner 
in which a member of the Force carried out his 
duty on a recent occasion. The officer referred 
to in your release has been identified as Private 
Daniel D. Boccabella, and he has been commended 
by his supervisory official for the action taken. 
I am particularly pleased that you used your 
facilities to convey this act to the public. Your 
editorial will be forwarded for the information of 
Officer Boccabella and his Commanding Officer 
and placed in his personnel folder.*** 

ROBERT V. MURRAY, Chief of Police 
Government of the District of Columbia 

"■Officer Boccabella rendered full assistance, 
including first aid, to a pedestrian who slipped on 
an icy street and injured himself. Boccabella used 
his own winter overcoat, gloves and hat to keep 
the victim warm and comfortable. 

. . . and in the air 

"I want to thank you for your editorial "Air Force 
Damage to Private Property." You are doing us a 
great service to bring this deplorable situation out 
in the open. We are faced with still another major 
problem: the danger and noise disturbance to our 
elementary school. Due to the construction of 
these runways, our school now finds itself midway 
between the centerline of the 2 runways in an area 
that will experience noise levels of over 100 
decibels. The noise is so great that instruction is 
interrupted many times every day. We are appeal- 
ing to our Congressman, Prince Georges County 
officials and the P.T.A. to relocate our school." 

. . the station that keeps people in mind 

As a public servant, we believe in being of public 
service. That's why, several years ago, we were the 
first station in Washington — and one of the first 
in the nation — to express our views through the 
medium of the radio editorial. 

We don't pussyfoot. We speak out on all manner 
of subjects concerning our listeners and commun- 
ity — from praising a policeman to frowning at 

the Air Force. Controversial issues are grist for our 
mill — not because they are controversial, but 
because they are important. We may not be 
always right, but we call them as we see them — 
and we seem to have the respect of our public. 
They've made us far and away first in ratings. 

The station that keeps people in mind? That's us — 
for you — in the rich Washington market. 




And in growing Jacksonville, Fla.—ii's WW DC-owned WMBR 


24 july 1961 


WTRF-TV Ioard 

had convinced her ardent young 
man of her purity, and that 
way kept him somewhat in 
check. However, as they parted 
one night, he begged her for 
"just one good night kiss." 
T. R. Effic! "But I can't kiss you here in 
the hall," she replied, "Someone might see 
and what would they think?" "Then let's step 
into your room," he pursued. "My roommate 
would resent that," she assured "Oh, now," 
he cajoled, "I'm sure your room mate wouldn't 
mind me taking just one sweet kiss from your 
chaste lips" "You're wrong there," she told 
him, "He's extremely jealous of me." 

wtrf-tv Wheeling 
SULTAN (at entrance to his harem): "A loaf 
of bread, a jug of wine and eenie, meenie, 
minie, moe . . ." 

Wheeling wtrf-tv 
HER HUSBAND refused to let her drive the 
family car. He rents one for her. Would you 
call it His and Hertz? 

wtrf-tv Wheeling 
CY ACKERMANN SEZ: "It's nice to be a 
gentleman but it's an awful handicap in a 
good argument!" 

Wheeling wtrf-tv 
BEATNIK SALAD RECIPE: Combine lettuce, 
tomatoes, cucumbers and green peppers. Add 
a dash of marijuana and the salad tosses itself. 

wtrf-tv Wheeling 
FROM WHEELING, WTRF-TV sells for 7,500 
retail outlets ringing up ! % billion dollars 
annually. Want your share of the big Wheel- 
ing TV Market? Just ask our National Rep 
George P. Hollingbery for all the specifics. 

Wheeling wtrf-tv 
HANGOVER a toot ache? Vice Versa is a 
dirty poem? 



10 East 52nd St., New York 

At the piano: Jules Kuti, 5 to 11 P.M. 

PLaza 1-0845 • Closed Sundays 

i: i 

i ! 

Time buyers 
at work 

Edward D. Kahn, timebuyer at Victor A. Bennett, New York, 
that "the platitudes and generalities that are thrown about so J 
give a false picture of the media-buying responsibilities. I 
media-buying problem is individual. The short-range and 
range advertising objectives, the nature of the advertising theme 
appeal, the integration among the 
various media being used, these 
among other things, are the varia- 
bles and considerations which 
must be taken into account. All 
the evaluating factors which we 
must be aware of — particularly in 
radio and tv — have varying de- 
grees of importance, depending 
upon the particular product and 
objective involved. The so-called 
slide rule factors are more or less 
important in each instance. How- 
ever, basically we are concerned with the broadcast medium 
vehicle to reach a market or specific segment of a market. It bee 
all the more important that we pay attention to the reaction am 
pression of the people we are out to move. Each station in ess 
has an image of its own. Hard and fast rules simply cannot ap 

Jack McDougal, timebuyer at K&E, New York, "faces the rl 
broadcast buying problems of the agency, ranging from pracl 
to long-range questions as Government control of broadcasting 
sorship), paid television, and the limited availability of origl 
experimental or special interest programs. Under the heading of ]l 

tical problems there are the se>| 
rating services with their sometj 
conflicting data and their r ic- 
tance to make available the I 
details of their rating methods i<i 
sample. Other practical prob I 
are the limited availabilitjjof 
prime time spots, the contiiefi 
prevalence of triple spotting, 
new extended station breaks, fk 
ever, I feel the most urgent p 
lem lies in the area of certain 1 I 
term programing trends. Pri I 
ily, both che networks and individual stations are under increed 
pressure by the FCC and by certain influential and vocal grou] to 
improve the quality of programing; to increase the amount of ] 
coverage, the number of selective audience programs, educati B 
programs, etc. At the same time, these media are under pres.-ur j 
advertisers and agencies for increased effectiveness of air met ■ 



24 JULY 


Or-Pravda COUld teach him • • • Let's face it. If we don't teach them, someone else 
will; and the facts may come out distorted. > The Advertising Federation of America works to see that the youth of America 
get expert and up-to-date instruction on the American economy. They recognize that some day soon this economy will he run 
by today's youngsters. > AFA's Bureau of Education and Research, as well as the American Academy of Advertising and 
AFA and Advertising Association of the West's network of 180 advertising clubs throughout the nation all participate in 
this work. > They develop instruction techniques, upgrade marketing curricula, offer vocational guidance to thousands of 
high school and college students and instructors. And— have you heard about their career-guidance program'! You should. 
Lend your leadership to this work of educating the businessmen of 1964. Invest in a membership in AFA-AAW. Write- now! 






The \drcrtising Federation of America i "" "I ,l "' West and thei$ 60,000 n irthalthefi rtising 

industry to protect its freedoms, to promote education out the profession, and to conduct public service activities U media. 











Sponsor backstage (Continued from page ] 



How SSC&B is 

ntahing Providence 

turn green 

Seems like everyone in Prov- 
idence is either giving or sav- 
ing Green Stamps. Darned if 
it's not an epidemic — caused 
in no small measure by those 
fine radio commercials out 
of Sullivan, Stauffer, Colwell 
& Bayles. 

Have you heard them? We 
have, of course. At WICE we 
schedule them often — in- 
terspersed between our fan- 
tastically popular music, 
news and public service pro- 
grams (modest, aren't we?). 

We're sure SSC&B won't 
mind if we snitch a smidgen 
of the credit for Green 
Stamps' stomping success. 
After all, WICE is the live 
wire station in Providence. 
Ask anyone who knows this 
oh-so-opulent market. 


Representatives: Avery-Knodel 


combination, which he said we would all be using in the '70's. It \ 
a chuckle, but the General has made seemingly wilder predictkl 
which have come true. 

Bobby, or Syd Eige's press department, or both did a good job! 
behalf of tv programing in the Saturday Evening Post piece as t<| 
to Stanley Frank. Bobby presented a bunch of statistics showi' 
that the programing imbalance is, in truth, not nearly what tv's 
verest critics claim it to be. I think the mere fact that so strong 
printed media competitor of tv as the Post ran the piece at all is ll 
most noteworthy aspect of the situation. At any rate I can't v« 
well do a column agreeing with an article by Bobby. . . . 

Entertainment fare: an increasing problem 

What I would really like to discourse on is the theme that te 
vision programers, motion picture producers, Broadway showmi 
record manufacturers, book publishers, sports promoters, any a 
all of us who are in the business of supplying entertainment to t 
public have an increasingly tough job in knowing what to provi< 

It becomes increasingly tough because of the simple fact of t 
increased competition between us all for the public time, attentic 
and money. Many entrepreneurs in businesses other than tv, 
course, have fallen into the easy habit of blaming a good deal 
their box office failures on television. And still, the other day, 
the fourth of July, a most dramatic example of the shallowness 
this argument was seen. At the Yankee Stadium, the home club ir 
the first place Detroit Tigers in a double header. Close to 75,0' 
people jammed their way into the ball park, and another 6,000 we 
turned away. The day's battle for the league lead drew more peo{ 
than all eight teams in the National League combined. And the Si 
dium event was telecast in full. It gets back to the simply stated, b 
not too ofen achieved, truism that if you've got the attraction and i 
surrounding conditions are right you'll do business. Or as that m. 
Shakespeare put it, the play's the thing. 

At any rate, the crowd was the biggest at the Stadium for ai 
game, regular season or World Series, since May of 1947. And 
all remember that tv wasn't too big an influence fourteen years 

What about radio-tv eulogy for Hemingway? 

Talking about attracting audiences, I wondered — when the sh 
ing story of Ernest Hemingway's death broke — why I hadn't se 
(and still haven't for that matter) any plans for a radio and/or 
show based on the great writer's life. I realize it wouldn't be tl 
easiest kind of a show to put together, but I'd love to see some cap 
ble writer like my old friend Dick Hanser tackle it. There has sure 
never been another American writer quite like Hemingway and 
seems shameful to me that television and radio do not present 
deep and tasteful tribute to him. 

The happiest item of programing news of the season for me is tl 
fact that Burr Tillstrom is bringing Kukla and Ollie and the 
friends back to network tv on a regular Monday through Fridi 1 
basis next fall. Fran Allison, who is one of my all time favorite 
will only work with the kookie Kuklapolitans once a week, and tlj 
show is only scheduled as a five minute segment, but that's bett 
than nothing as far as I'm concerned. 

And still no idea for a column. ^ 



24 july 19( 

I"'. I 

National and regional buys 
in work now or recently completed 


*t Milk, St. Louis, is placing half-hour programing in southeast 
nrkets. The special series, Grand Ole Opry, will he produced by 
A agencv and will break in 26-week schedules. Agency: Gardner, 
S Louis. Buyer: Mary Howard. 

Btternur Foods, Omaha, will break with a spot campaign for 
C)fee on the west coast only. The schedules are for news programs, 
/ency: D'Arcy, New York. Buyer: Floyd Warman. 

{taker Oats, Chicago, will break for Quaker puffed grains in a 
l,week spot schedule starting 11 September. It is going into 30 
nrkets seeking strictly an adult audience. Segments are to be 
Irhttime minutes and chain breaks. The company will mount the 
sine campaign for Quaker Muffets except that it will go into 40 
iirkets. Agency : Compton, New York. Buyer: Edith Hanson. 

nerican Dairy Assn., Chicago, for ice cream, is buying a two- 
\}ek schedule in scattered markets. They \\ill use nighttime I.D.'s 
ad will begin the campaign 3 September. Agency: Campbcll- 

ithun, Chicago. Buyer: Katy Thulin. 

Jiell Oil, New York, is testing some new tv I.D. and minute com- 
i Tcials in six tv markets and is exploring the use of some new radio 
<immercials in other markets. Altogether, the test effects 12 markets. 
-Rency: Ogilvy, B&M. New York. Buyer: John MacLaughlin. 

leublein, Hartford, Conn., will open a campaign for its Maypo 

7 reals in about 50 top markets. Daytime minutes and chainbreaks 
II be used with an eye out for kids and some women. It begins 
October and goes through March. Agency: Fletcher Richards, 
;w York. Buyer: Francis John. 

istol-Meyers, New York, will go into schedules for Vitalis which 
II run from August through October. They will use prime and 
inge minutes in nighttime. This should include at lta>t 30-40 
arkets. Agency: DCSS, New York. Buyer: Pete McLain. 


u Pont, Wilmington, Del., will launch the company's annual buy 
>r anti-freeze, which involves over 200 markets. The four week 
ights will begin, as is routine, with the weather. Traffic time will 
e used. Agency: BBDO, New York. Buyer: Bob Syers. 

has TWICE 

as many 
adult listeners 

1 JtiAlS any other station in 
the nation's 28th radio market. 

Source: 32-counfy area PULSE: 



Station B 


Station C 


Station D 


Station E 



A** VA. *-L 

28th RADIO ) 


^v NIELSEN »2 4 if 

--^N_e JflH 

50,000 WATTS 680 KC 

NBC A" <f a'e (o' Pole.'gh Durhom 

o"d fos'en No'lh Carolina 

R H Mason, Generol Manager 

Gus Youngsteadt, Sales Monoger 


Notional Repititn'Ohvti 

WPTF ta I I'ulso Aud. Comp.. May. I960 


24 july 1961 



[Continued from page 31) 

ticipates it should be even stronger 
during the fall-winter season when 
the tv program returns. The station 
reported no specific demand from 
timebuvers to get into sing-along. 

• WMNI Columbus, Ohio, started 
programing sing-along on March 9 
of this year. They are currently on 
the air with 20 sing-along hours a 
week. The station starts off the day 
with sing-along until 9 a.m. when 
they pick up Breakfast Club. 

"It's a little early for a true im- 
pact picture yet," commented station 
president William R. Mnich, "how- 
ever, we have received more mail 
since we went into our new format 
than we have received in the past 
three years in the way of unsolicited 
complimentary mail." 

Mnich sees "no drop off in sing- 
along interest in the near future be- 
cause it's a good standard appeal 
type of music." His station plans to 
continue sing-along for some time on 
the basis of its present effectiveness. 

• WSLS Roanoke, Va.— This sta- 
tion devotes approximately 105 hours 
weekly to what they call sing-along. 

I They are on the air 131 hours). 
Their interpretation of sing-along in- 
cludes "most music to which we feel 
our listeners can either sing, whistle 
or hum." 

Unsolicited mail in favor of sing- 
along increased rapidly, the station 
reported. WGEM promotes its sing- 
along format continuously on the air. 
calls itself the "sing-along station." 
They also cross promote on WSLS- 
TV, use taxi back posters, have 
printed sing-along song sheets. 

• KAPE San Antonio, Tex. — 
KAPE started its sing-along in mid- 
January. The station schedules sing- 
along throughout the day, on the ba- 
sis of one sing-along number every 
30 minutes. "Sing-along has not in- 
creased ratings, but then what will?" 
commented Charles D. Lutz, general 
manager. However, he explained, 
"our mail count has increased and 
our listener promotions have had 
more participants, and winners, since 
we started sing-along. 

KAPE promotes itself as the sta- 
tion that brought sing-along sound 
to San Antonio. They use news- 
paper, direct mail and other promo- 
tion pieces. They recently celebrated 

their first year on the air and as 
first year "gimmick" gave awav 2( 
Mitch Miller albums to clients ar 
prospective advertisers. 

One of the most popular sin 
along promotions was staged sever 
months ago by WCUE Akron. Tl 
event was a unique beard growir 
contest. It was unique in that co: 
testants didn't necessarily need 
grow a beard to enter, they just ha 
to submit novel reasons why any sp 
cific person should grow a bear 
Winners received sing-along album 

Meanwhile WCUE disc jocke; 
staged an intra-station competitic 
for the longest, largest beard. 

WCUE had one all-day sing-alor 
session just before the contest. an< 
due to audience response on tl 
beard business, they plan more. 

At WWRL New York, a Woodsid 
L. I. outlet, there has been "terrif 
audience response" to the Herma 
Stevens Gospel Sing-Along, a ha 
hour show heard each mornin: 
Stevens leads the audience gosp 
singing, and accompanies himself ; 
the organ. The station hasn't sold 
as yet, is "holding out for two fifteei 
minute segments," doesn't want t 
break it down any other way. 



970 kc. 5,000 Watts 


H-R Representatives 


SPONSOR • 24 JULY 196 


i ontinued from page 33) 
"laden mist-lies I) ill ion net." the \ounii 
vmen traveled the Dubonnet retail 
ccuit participating in various mer- 
. cindising tie-ins. 

m. feome $400,000 went into the air 
. ndia buy, from April until July. A 
Iget of $600,000 is being allocated 
i* fi the September promotion. 
a. In keeping with the intensive in- 
ii,' v.»ion of other wine markets this 
fil, a switch in agencies has also 
a b?n made. 

i pchenley has engaged Norman. 
& Kummel who. according to 
( Idberg will handle extensive air 
;.i ttdia campaigns. 

\\ hat is Schenley looking for in the 

vv of a major tv advertising vehicle 

cue fall? The Mantovani program 

.in says Goldberg. Or, "some- 

t ng similar." 

\n matter what, one thing is cer- 

t n. the program will not again be 

ken on a Saturday night. "Any night 

it Saturday or Friday"' sa\s the 

f en ley executive." "We've learned," 

says "that those weekend nights 

not really the best for something 

1 e this. Those are not stay-at-home 

finings." ^ 


ontinued from page 37 I 
bmen. The girls resent being treat- 
t differently. They want the same 

W and features and radio fare as 
e men get. 

5. Don't guess or operate in the 
ark. Seek out answers. Think a 
oment about this problem. YA ho are 
m trying to attract and please? The 
^teners of your communitv. So who 
lows best what the people of your 
immunity want to hear on the air? 
he people ttiernselves. So. make sur- 

- seek out ideas and opinions, 
rite letters to leaders of organ i/a- 
ona. Make phone calls. Have in- 
•rinal conferences with small groups, 
se \our microphones to talk direct- 

with the public and invite listen- 
's to express program preferences, 
etter yet — let the people of your 
ometown participate on these shows. 
There's a good interview in ever) 
erson in your town) . 

We've had outstanding success in 
itlanta with letting listeners pick mu- 
pc for some of our most popular 
aily programs . . . and perform as 
lusicians and singers . . . and work 
s announcers on our regular shows 

ponsor • 24 JULY 1961 

i when we dedicate (In- daj to a com- 
munity project or service, such as 
"Communit) Chesl Day"). Vnd ever) 
da) we put oui local citizens on the 
air talking about the things they 
know best or happen to be mosl in- 
terested in at the moment. 

Audience gets to call and ask ques- 
tions directl) . 

Furthermore, our Family Fair pro- 
gram is an open I'orum-of-The-Air 
for sampling local public opinion on 
a <lail\ question ol importance. 

Man) times it takes only a phone 

call or a note from a listi nei t" i<- 
-ult in our doing anything From an 
interview oi a new- storj to a full 
program or even a full da) 
graming devoted to a single theme. 

One da) recentl) when a Salvatioi 
\nu\ Official came b) i<> a-k if we 
would mention Salvation \im\ Week 

I said, "W e'll do much better than 
that. Well have Salvation Vrm) 
Sunda) and devote the entire da) to 
saluting your great organization." 
Well, needless to sa\ he was over- 
whelmed and even more SO when 





if Sn ^ 







Red Skelton .... 



6:00 p.m. News. . 



10:00 p.m. News. 



•November Li 

ncoln ARB 


W«IO BJ0I0 — K»UM«!00litll[ CKD 

wkf haoio — uuno urns 


This is Lincoln-land — KOLN TVs NCS 
No. 3. Figures show percentages of TV 
homes reached weekly, day or night. 

No matter how you slice it. you'll fiutl 
there are just two I>i^. ""primr-eiil" tele- 
vision markets in Nebraska — the extreme 
ECasI and Lincoln-Land. 

Three top TV stations split the Eastern 
market three ways as thc\ battle for 
viewers' attention. Hut Lincoln-Land i> 
different. Here one station completely dom- 
inates this l>ij; market that's KOI VT\ I 

During prime 6 to 9 p.m. viewing time, 
latest Nielsen report- more than 50,200 
Lincoln-Land homes tune in KOLN-TV! 
See how tlii- compares with anj other 
Nebraska Btation. 

Wery-Knodel has the full itorj on 
MX VI \ ili. Official Basic CBS Out- 
let for South Central Nebraska and 
Northern Kansas, 


CHANNtt 10 • 316 000 WATTS • 1000-FT. IOWII 

Art'? Knodot, Inc. fic/uii.« Notional l»p-»itn'of-r«i 


he began to hear from people every- 
where who heard the salute and let 
the Salvation Army officials know. 

6. Give your advertisers a voice 
in programing your station. Now I 
know that one will shock you. But 
let me explain. 

If your advertiser is a successful 
business man it very likely is true 
that he knows something about how 
to attract customers — or to put it in 
the best Dale Carnegie fashion — how 
to win friends and influence people. 

Engage this successful business 
man on the subject of broadcasting 
— not as an expert — not even as one 
of your advertisers — but merely as a 
listener — a man with common sense. 

Find out what he likes or dislikes 
about radio — and more specifically, 
about your station. 

If he knows you sincerely want his 
opinion — he may give you a thou- 
sand dollars worth of free advice — 
and better still — follow it up with a 
renewal order.. 

7. Which brings me to this next 
don't. Dont sell air time. You reallv 
don't have it to sell in the first place. 
You merely have the allegiance of a 
certain number of listeners — so pro- 
gram in the way to please that audi- 
ence best — and then allow your ad- 
vertisers to reach that audience 
through your microphones. 

What I'm saying is — sell what you 
program — don't sell time — . 

8. Don't try to teach your audi- 
ence anything. This is a myth any- 
way. You can't teach a person by 
radio any more than you can teach 
in a classroom. We know that you 
can only help an individual find the 
truth for himself. 

That is the closest we ever come 
to teaching anyway. And believe me 
— there is a vast difference between 
these two. 

Example: Police skeptical about 
helicopter. The day it helped them 
personally they learned for them- 
selves its value. 

9. Don't coddle listeners. Re- 
spect them but don't pet them. In- 
sist that your listeners be active 
listeners and active participants in 
your broadcasts. I have found that 
the public will respond at the level 
you ask for response. If you sin- 
cerely request mature, serious co- 
operation, you will get it. And you 
don't have to pamper your public. 

Example — don't ever repeat on the 
air. This merely encourages lazy 

listening. Tell it clearly and briefly 
the first time. If it's lost — They'll 
listen closer next time. 

10. Don't glibly accept the popu- 
lar edict that your station must edi- 
torialize in the traditional manner. 

Whoever said that a man — sitting 
up reading an opinion about some- 
thing — and calling it an editorial — 
is the one right way to editorialize. 

In the first place — I think you 
should have something to say — and 
the time to prepare properly what 
you want to say — and I think there 
should be some earnest feelings be- 
hind what you say. 

Many radio stations are missing 
the chance to be a powerful editorial 
voice simply because they neglect re- 
porting conditions in their own com- 
munity and state. 

Example: I feel definitely that our 
willingness to dig into the problems 
of desegregation — in depth — helped 
prepare Georgia for the developments 
of recent years — and to handle them 

But we did it with documentaries 
— we did it with facts and opinions 
reported by the people themselves. 

You know — when a man makes a 
hard-to-swallow statement, I feel I 
have a right to ask two questions: 
Who told you? How do you know 
it's correct? 

I feel a documentary comes closer 
to substantiating its information in 
the minds of the listener — than the 
mere reading of an editorial — which 
may be labeled as the opinion of the 
station but which ends up sounding 
like one man's opinion — the opinion 
of the man who reads it. 

11. Don't try to make your staff 
so comfortable that everybody will 
want to remain permanently. This 
encourages deadwood to sit and stay. 

Treat your staff with fairness, 
courtesy, and consideration. But in- 
sist on a full day's best effort for 
each dav of pay. 

And let it be known that you are 
happy when members of the staff are 
able to move up to better positions 
elsewhere. And demonstrate by your 
station's philosophy and policies that 
the employee who puts forth the best 
effort is the one who will be assisted 
in obtaining better positions — regard- 
less of whether it be at your station 
or elsewhere. 

I think this creates a wide-awake, 
healthful atmosphere. And to get the 
best effort from your staff — work 

more on improving communical 
inside your own station. If y 
people understand one another be 
- — you'll begin to see improved I 
munication with the general pul 

12. Don't be afraid of a netw< 
A network can be a good thing 
your station and your commun 
Dependable world-wide news serv 
sports, special events, discussion 
some concerts and documentarie 
these are network services you 
use to advantage in building 
image of sound, dependable radio 

13. Don't turn thumbs down 
the word "Education." Take pr 
in the fact that you have a radio 
tion that is an educational force 
the community. Being an egg-hi 
is becoming more fashionable all 
time — as we realize the serious n> 
for everybody to be better inform 
(Example — Book Reviews — M 

The well-run, well-programed, 
spected station — gets listeners anc 
gets advertisers — which brings me 
this point: 

14. Don't sell your station 
cheaply. Virtually every radio $ 
tion in America is under-priced 

You don't need to apologize 
asking a fair price for your rai 
spots. If they will produce satisf 
tory results for the advertiser tl 
they are worth the price you a 
And when you set a rate stick to 
No one will respect a rate unless 
broadcaster himself respects it. 

And while you're at it — do 
crowd everything into 7-9 A.M. 

Set your limitations. The N 
Radio Code says a maximum of 
minutes per hour. 

And when you've filled that h 
— close it up — and tell advertis 
that's all you can accept unless the 
move into a later or earlier time 

It's the finest way to make otl 
hours more desirable — and also 
enhance the desirability of your s 

I never saw a station suffer 1 
cause it insisted on limiting comm 
cial availabilities. Instead, it proi 
because it is able to raise its ra 
and increase its total revenue. 

We hear a great deal about pub 
service programing. Especially pi 
lie service spot announcements. 

My advice to you today would I 

15. Don't worry so much abc 
the public service time you are 1< 
ging. And worry more about 1 



24 july 19. 

lid of public service your station 
presents to the community. 

fhere is a vast difference between 
ting public service and being a pub- 
it servant. 

think we should ask ourselves at 
bquent intervals: 

low well is my station serving the 
aids of the community? 

vre you an information center, a 
pine moving force in civic under- 
taings, a voice of authority where 
] erences of opinion exist? 

n summing up — You cannot as- 
3iie that people like or know or 
, cte about your station or what you 
hie to say. 

ou can only find out by action — 
ul then carefully studying the re- 

3e sensible to comments of all 

. kids — the letters, phone calls, per- 

%a\ interviews, surveys, panels, the 

stiv comments of friend or stranger. 

lemember that our intentions — 
ail the image we project — may be 
v*v different. 

\ e in the broadcasting business 
i not what we think we are. But 
: wat others think we are. 

f \ou wish to be more popular, 
p form in such a manner that the 
p ilic feels you are more popular — 

t proves it by tuning in. 
nd remember always — an image 

i be improved — or it can be 

\n audience can be increased in 
B iliers and quality — or it can be 
■creased and weakened — and in 
n n\ cases it can actually be com- 
ptely destroyed. 

We do not own our audiences. We 
' mot force them to listen. We can 

1 perform in such a manner that 

1- audience will want our service 
al will pay for it by listening. 

I once heard Archibald McLeish — 

minent poet and philosopher — 

i group of broadcasters — that 

"ivery program you put on is an act 

commission and will have a con- 
fluence. ... It will work for harm 
| 1 1 doesn't work for good. . . ." 

He went on to explore for us the 
a;a of broadcasting where our po- 
litial is greatest — Our ability to ap- 
pal to the imagination. . . . How 
I ig has it been since you used your 
en microphones to appeal to the 
i agination of your listeners? 

Mr. McLeish reminds us: "A free 

:ietj lives ire and by the imagina- 

n. Freedom itself is an imagined 

^o.nsor • 24 JULY 1961 

thing ... a vision always about to 
be made true. To quicken the imagi- 
nation should be the great end of a 
society which moves toward free- 

And I say to you today that no 
instruments ever devised hold such 
promise for that quickening as radio 
and television. But we must approach 
the dual responsibilities of entertain- 
ment and information not in a de- 
fensive or negative manner — but in 
a positive and imaginative manner. 

We must program not to fill time — 
but to fill minds with constructive 
ideas and emotions. 

We must sell not merely to meet 
the payroll — but because we have a 
dynamic sales voice that can reach 
and persuade a multitude of people 
every hour of the day. 

We must provide public service not 
merely to compile statistics for a fav- 
orable FCC report - — but because 
these are individual needs and com- 
munity needs that we are obligated 
to serve. 

If we do these things- — we will find 
the foolproof Broadcasting Formula 
working beautifully. C -|- S = L -j- 
R -f M-I-B . . . Creativity and Serv- 
ice will produce Listeners and Re- 
sponse, plus money in the bank. ^ 


[Continued from page 39) 

actual day in the life of a general 
practitioner, was filmed by a hidden- 
camera technique — the largest tech- 
nique used by NBC for a documen- 
tary, according to a spokesman. The 
doctor in the film was A. John Bam- 
bara, M.D. of Flemington, N. J. 

Instead of commercials, the ethical 
pharmaceutical firm presented five- 
minute messages. One discussed the 
pressing need for doctors; the other 
a short accounting of the role of the 
doctor in medical research. 

The sponsor's name was mentioned 
only twice during the hour-long 
show: once at the close of each mes- 
sage. (The production of the ''non- 
commercial" messages were made by 
The Troy-Beaumont Company, Inc.) 

According to a spokesman. Merck 
Sharp & Dohme, which has put con- 
siderable time, money and effort be- 
hind its post graduate education of 
the physician, is constantly on the 
look-out for a better way to tell the 
doctor story to the public. They're 
looking for what they call a "good 
format" with fewer facts presented 
in a more interest holding manner. 

During 1960, eight 30-minute pro- 

"Look South for new economic 

strength. . . look at the Jackson 

40P*K^ TV market area 

for solid growth 

and a sound 


Served, 1954-1957, as 
Head of Largest World-wide 
Masonic Organization 
(Royal Arch Masons) 


Clerk, Supreme Court 
of Mississippi 



Serving the Jackson, Miss.Jelevision Area 






TOP 20 AIR AGENCIES {Continued from page 28) 

Media department details about eight of the 20 air agencies 

Coverage of accounts is handled primarily through six divisions, each 
headed by an associate director, with two media account supervisors, 
and a group of all-media buyers, usually numbering about ten. The 
six divisions are served by a spot coordination unit which gathers tv 
and radio availabilities information and handles general problems 
with stations and reps. 

Agency's Media Services Div. is divided into three major depart- 
ments. In the Media Dept., four associate media directors, who re- 
port to the department's manager, supervises one media group apiece. 
Reporting to the associates are media supervisors (mostly all-media), 
buyers and estimators, broadcast or print specialists. Media re- 
search and media planning round out the division. 

In addition to five associate media directors who handle specific ac- 
counts, department includes a sixth associate who heads the separate 
Media Planning & Analysis section which is available for all ac- 
counts. Analysis was moved from research to media, while plan- 
ning evolved with the growing complexity of media problems. Also 
outside of the specific accounts are sections devoted to network time 
buying, tv programing liaison, outdoor, special services operations, 
and special projects. 

Fields six media groups headed by a media group supervisor and 
staffed with associate media group supervisors, time buyers, and 
space buyers. Groups concentrate on their one or more assigned 
accounts. Supervisors and associates are all-media men. 

Utilizes six "assistant media directors — contact," each doing the 
planning for an account group. Withdrawn from many of the front- 
[_$(N '''"' distractions, each works in conjunction with one of the two as- 

sociate media directors and the media director in the development of 

Department essentially consists of two basic media groups and a 

broad media services area, which includes both the estimating and 

SSC&D media research functions. Research group, in addition to work on 

all media types is responsible for advertising allocation compari- 
sons, competitive ad activity reports, etc. 

Maintains five levels of planning and buying authority. Accounts 

are divided into four groups, each headed by a media supervisor re- 

C& W sponsible for the actions of his group's media buyers. Supervisors 

report to one of the agency's two group media directors, who in turn 
report to the two top echelon officials. 

Four media supervisors interpret pertinent marketing and consumer 

information and determine broad forms of media to be used, estab- 

NLotB lishing the general terms under which each will be bought. The 

buyers, under supervision of the director of broadcast facilities, base 
their selection on the strategy handed down. 


52 SPONSOR • 24 JULY '61 

mis were produced and broadcast 

i twelve tv stations. A total of 24 

I6| Masts reached a combined audi- 

■e of approximately 4 million. 

Iiree additional programs are 

prepared for this year. One 

jlesigned to alleviate the fears of 

rdren in connection with hospitals 

nerican Hospital Assn.) : one 

kling with teen-age medicine 

uiliern Medical Assn.) : and the 

■n various diseases of children 

terican Academy of Pediatrics). 

al stations will be bought for 


although in general, stations snap 

i]tl;e shows as a good deal — both 

service wise, and as a sale — 

VI) has. in the past, encountered 

-scie resistance. "Some of them." 

i spokesman, "refuse the sale, 

it regular station time rate be- 

isi the) don't want to lose viewers 

r i prefer something like Gunsmoke." 

These are in the minority, this 

source told sponsor. He had 

'i li praise, however, fur these sta- 

WCKT. Miami: WISC. Madi- 

\U-.: WTMJ and WITI. both 

\ uaukee. which went all out in 

rig the program. ^ 


mtinued from page 40) 

Htions in a special studv of the 

Jnes F. O'Crady, Jr., executive v. p. 

Young-Tv, \ew York 

r e believe that rate cards will re- 

II l a tendenc) toward simplification 

the next six months. An ef- 

I i will be made at both station and 

A number of 
factors will 
be pushing 
up and 
tr rates 

■ ntative levels to make easier 
I buying of spot television to facili- 
ty agencies' use of this medium. 

1 'tie method of doing this. ob\ ioiis- 
lj is to standardize rate cards and 
1 ike them easier to understand. We 
t nk. for example, that more and 
' •'< stations will round out the dol- 
' - involved instead of carrying frac- 
i nal units, i.e.. if a rate computed 
a percentage basis amounts to 
^5.13 it will be S25 flat. 

^onsor • 24 JULY 1961 

More and more stations will elimi- 
nate Erequenc) discounts and utilize 
weeklv plans, such as the six-plan, 
nine-plan. 12-plan, etc. With this 
system, of course, advertisers receive 
discounts if they use a multiple num- 
ber of spots during the course of one 
week. Since toda) advertisers seek to 
measure the value of each dollar spent 
by the immediate audience-efliciene\ 
potential rather than future benefits, 
buyers all but disregard the reward 
feature of frequenc) discount rates. 

There is a strong trend in multi- 
station markets of a more even dis- 
persion of audience among the three 
affiliates. This is due primarily to 
stronger ABC TV programing, good 
new programing such as PM East — 
PM West, and the continued popular- 
ity of movies. Naturally, the stations 
which were previously in last place 
are adjusting their rates upwards. 

Other predictions are: 

1) Updated tv penetration data 
shows that many markets and sta- 
tions are undei priced. Hales will be 
adjusted upwards to a level warrant- 
ed by increased potential. 

2.1 The cost of programing is up. 
So stations must increase rates. 

3) In seneral. rate increases will 

affect the price of individual units 

and not all spot-. The availabilities 
reflecting increased audience will 
highei lates. I here w ill he a possi 
extension of preemptible type of lit. 
cards. Sectional rate cards establish 
a relationship between spot price, 
-pot value, and demand. Such cards 
permit an immediate adjustment (4 
rates (either up or down) in an\ an- 
nouncement for all advertisers when 
a significant change in popularity oc- 
curs. Franchise rates for franchise 
spots have a number of advantages. 
The results of this system are a i 
more satisfied advertisers: hi no gen- 
eral increase of overall costs to ad- 
vertisers; c) increased income 
through sale of more units. 

I I Eliminating discounts that do 
not induce greater expenditures. 

5) A more realistic appraisal b) 
advertisers of their media philoso- 
phy For example: a combination of 
low-rated and high-rated spots might 
be more efficient than a schedule of 
high rated spots because of the du- 
plication factor and cost. 

(> l The 10-second break or the 
doubling of prime time availabilities 
wont trulv affect prime time rates 
for 20-second advertisers. ^* 




MAINE/.. one 
of the 

Buying the top "35" Markets? 
Then you must include 
"Lobsterland" — MAINE 

• Uniform product distribution 

• Single Medium Coverage — 

• $1.6 billion Consumer Spend- 
able Income 

• Nearly One Million Consumers 

• Ratings as high as 7.6 

• Rates as low as $28 for minute 




Columbia Hotel, 

Portland, Maine 

TEL. SPruce 5-2336 




Devney-O'Connell Co. 

George Eckels & Co. 










y\ IftPE 
i is the shape of 7 


V TV commercials 

r nrfi'tfilfi 




1001 special reasons why your commercials should 

be on SCOTCH® BRAND Live- Action Video Tape ! 

There is nothing new about special optical effects in TV. What is 
new . . . excitingly new in video-taping special effects on "Scotch" 
brand Video Tape is the instantaneous speed, ease and economy 
with which tape does the whole bag-of-tricks . . . does 90 per cent 
of them merely by pushing a button! No waiting for days, weeks, 
while lab work and processing laboriously create an "effect.'' 
On video tape you create electronically, instantaneously. And 
L001" is just a number — in creative hands there is no limit! 

By pushbutton and an electronic special-effects generator you can 
create thousands of variations . . . wipes, dissolves, fade-outs . . . 
you can matte a person or product from one scene into an 
entirely different one . . . combine several images of the same 
person on the screen . . . introduce pixie or giant characters 
with normal-size people ... do split-screen "before and afters," 
or a montage of different scenes . . . combine photographs, 
miniature sets, drawings, cartoons, movies, with live or tape 

scenes . . . produce pop-on overlay effects, faces, product label; 
... do limited animation of titles, cartoons, as well as smoothh 
integrating film animation with tape . . . create rain, snow, fire 
smoke, even dream sequences — you name it! 

And special effects are just the dressing on the salad. Basic video 
tape advantages for black and white and color, include: (1) new 
picture quality, "real-life" presence, (2) immediate playback thai 
eliminates errors . . . provides "how're we doin'?" feedbacks 
(3) time and money savings. 

Get the tape story! Next TV storyboard you produce, take to your 
local video tape house for analysis — and a bid that will surprise 
you. No cost or obligation, free illustrated booklet: "Tech- 
niques of Editing Video Tape" — a sampling of ideas used b; 
video tape editors in building shows from tapes, splicing ana 
special effects. Send to: 3M Company, St. Paul 6, Minn. 

"SCOTCH" is a registered trademark of 3M Company. © 1961, 3M Co. 

jy^lHHESOT* ^/JlHING A H D ^/[a N U F 4 C T U R I H C COMPANY , ;-jir^ ^^iL\> 


SPONSOR • 24 JULY 1961j 

What's happening in U. S. Government 
that affects sponsors, agencies, stations 


I 24 JULY 1961 

OmrliM INI 



The FCC relented in a challenge to license of KORD, Pasco, Wash.; however, 
it was only to emphasize the threat to all broadcasting stations. 

So serious does the FCC regard its KORD decision that all am-fm-tv stations are to be 
mailed copies of the precedent-making action. 

KORD had been challenged on the new promise-vs-performance measure. It 
had been accused of doubling its commercials and reducing its public service programing to 
zero, as compared with promises made to the FCC. 

The Commission accepted the KORD contention that new standards were being applied 
to old activities, and gave the station a one-year renewal. It thereupon put all stations on 
notice that they must put their programing houses in order or face the conse- 

Mailing of the KORD decision was by way of warning every last station in the nation 
that future applications for license renewal will be screened on the basis of actual perform- 
ance during the preceding license period. Measure will be what the stations promised 
to do the last time, not what they promise to do in the renewal period being applied for. 

The FCC told stations they would do well to check their performance before coming in 
for a renewal. If there is any gap as compared to previous promises, there had better be a 
good explanation, or at the very least evidence of tangible steps to correct the discrepancy. 

On another front, the recall of Dean Roscoe L. Barrow signifies more FCC 
action against networks : it brings to life all of the sweeping "Barrow Report" net- 
work recommendations which were swept under the rug almost before the print had 

Barrow headed the FCC's network study staff, and the studies leading up to the contro- 
versial report bearing his name. He returns with the title of "consultant" on network study 
matters, but the innocuous title fools nobody. 

On a WOR-TV interview with Rep. Emanuel Celler (D., N.Y.), chairman Newton Minow 
let one cat out of the bag. This was the fact that the FCC would revive and consider limiting 
networks to ownership of three TV stations, in place of the five now permitted. 

The networks dropped "must buy" voluntarily, following the Barrow Report. A ban on 
option time was considered by the FCC, but it was decided last year to settle for a half-hour 
cut. Now the FCC has started proceedings aimed at banning the practice entirely. 

The nationwide series of station sales and trades, featuring but not confined 
to NBC and RKO, is still being delayed. 

Chances are it will be further delayed, well into the time when the FCC might start 
proceedings on multiple ownership. 

The Barrow report recommendations weren't aimed solely at networks, but also at other 
multiple owners as well. 

Schedule for the NBC-RKO series begins with consideration of various applications involv- 
ing the NBC Philadelphia stations. Other station applications involved, in other cities, would 
begin only after the end of the Philadelphia phase. The whole complicated package would 
wait for approval or disapproval until the end of all separate hearings. By the time all of 
this is accomplished, there could be a lower limit on multiple ownership. 


24 july 1961 



Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 



24 JULY 1961 

Copyright 1961 



One of the few shows to do healthy renewal business this season is CBS Filn 
Deputy Dawg, which just signed up 58 second year markets for an estimated $1 

Biggest of the renewals is Lays Potato Chips (Liller, Neal, Battle & Lindsey of Atlant 
for its 46 markets for 26 weeks over 52, continuing from October. 

An important station group renewal on Deputy Dawg is for January 1962 from the fi 
Metropolitan stations: WNEW-TV, New York; WTTG, Washington; WTVH, Peori; 
KOVR, Stockton, and WTVP, Peoria. 

Other station renewals are these: KPIX, San Francisco; KTTV, Los Angeles; WHD 
TV, Boston; WFAA-TV, Dallas; WISC-TV, Madison; WKST-TV, Youngstown; KGNC-T 
Amarillo, and KPLC-TV, Lake Charles. 

Lay's has been using the cartoons as a half-hour show but gave segments to stations in 
library for extra local use as a clearance inducement. 

Ziv-UA's Aquanauts scored its first re-run sales this week. 

Thirty-two episodes of the full-hour off-network series were sold to WNEW-TV, N 
York; WGN-TV, Chicago; KGO-TV, San Francisco; WTTG, Washington; KMSP-TV, Mi 
neapolis; WBAP-TV, Dallas, and WOAI-TV, San Antonio. 

These re-runs are being handled under Al Goustin's special plans division. 

Incidentally, Goustin revealed that Stanley Florsheim is back with Ziv-UA as a sa 

Mickey Spillane's Mike Hammer is going into additional re-runs with hard 
an indication that re-exposure is damaging its ratings effectiveness. 

Two years of production went into re-run last year and added runs now being offer' 
by MCA will be its third or fourth in most markets. 

Here are ARB rating averages during the three years in syndication of the MCA seri 




Average shares were 50 or more in 12 of the markets above and were above 40 in eigl 
additional cities; the remaining two shares were in the high thirties. 









Kansas City 

Baton Rouge 


Las Vegas 



Little Rock 




Cedar Rapids 


New Orleans 



New York 







El Paso 





St. Louis 



FILM-SCOPE continued 

The power of post-1948 feature films to make an independent station fulh 
competitive with the networks during certain time periods is demonstrated by 
KTVU, San Francisco with Seven Arts' Warners Films of the '50's. 

Since January the station has shown the same picture on successive Sunday and Monday 
nights in a double exposure pattern. 

From December to February KTVU's ARB share in the four-station market rose from 
2% to 24% on Sunday and from 4% to 11% on Monday; the features are shown 7-9 p.m. Sun- 
day and 7:30-9:30 p.m. Monday. 

The National Bowling League, which gets started this October, isn't overlook- 
ing the possibility of a tv series of its own. 

The league ordered a tv pilot, to be made by Sports Network of New York, of a Kansas 
City exhibition 24 July. 

Member cities in the professional league are New York, Los Angeles, Dallas, Fort Worth, 
Kansas City, San Antonio, Fresno, Omaha, Detroit, and Minneapolis-St. Paul. 

MGM is doing more business in tv but its income has hardly risen on account of 

For the 40 weeks ending 8 June MGM grossed $14.5 million in tv compared to $10.9 
million in 1960, a hefty increase. 

But here's the profit picture: $7.8 million net income on that 1961 gross, compared to $7.5 
million last year on a much smaller gross. 

First special color tv audience measurement for a feature film was done for 
High and the Mighty on WOR-TV, New York. 

On 20 June the Seven Arts feature earned a 35.7% color tv rating in a Trendex study; it 
was seen by 50% of local color tv homes. 

Screen Gems — until this February a wholly-owned Columbia Pictures subsidiary 
— went on the American Stock Exchange this week. 

Some 288,400 shares of Screen Gems stock, offered to Columbia stockholders last Feb- 
ruary, have now begun to be traded. 

For the statistical-minded, Screen Gems' inventory runs to 1,020 owned programs, interests 
in 1,500 others, and distribution rights to 1,400 feature films besides. 

The biggest agency name to be lured over by a commercials producer is Warren 
Schloat, v.p. and creative director of Compton, who moves to Robert Lawrence Pro- 
ductions with exactly the same titles. 

Before joining Compton in 1955, Schloat was involved in film production activities for 
Walt Disney, Y&R, and Esty. 

Advertisers are watching the vogue of cartoon character! in shows and are using 
such characters for their commercials this season. 

Bar-S meats, for instance (Miller, Mackay, Hoeck & Hartung of Seattle) is using a sheriff 
character developed by Animation, Inc. 

Note that all three of its spots are 40 seconds for the new breaks. 

>nsor • 24 JULY 1961 

A round-up of trade talk, 
trends and tips for admei 


24 JULY 1961 

Copyright 1961 



Judging from reports, it wouldn't be surprising if ABC TV some day set up 
separate division to encompass its programing operations and brought in a proi 
nent figure in the agency field to head up the division as president. 

The quest for the man when it happens will, it is speculated, be first in the direction of the 
currently No. 2 power in an upper-rung agency. 

Deserving more than just noting for the record : Brown & Williamson's assign 
ment of its new king-size straight brand to Compton Chicago. 

Getting a cigarette account into the shop has been a strong ambition of Barton Cum 
mings ever since he took over the Compton presidency, and even though the brand's 
budget looks like $2-2.5 million it's still a foot in the door of what is still a growth industry 

The actual foot has apparently been that of Dean Landis, Compton's Chicago mana 
ger, who at one time worked on the B&W account. 

Don't take that recent Robert Sarnoff article as an indication that the Saturday 
Evening Post has gone soft and sweet on tv. 

This fall the SEP — which, it's reported, is headed biweekly — will publish a three-parl 
anti-tv blast calculated to shake the competitive medium. 

If you've been puzzled how come the Tv Academy pulled out of the internation 
al tv festival, here's one reason bruited about the trade : 

The sponsors of American participation were reminded that artists unions outside the 
U.S.A. are mostly communist controlled. 

Bringing the subject around to Life magazine, untoward murmurs are bei 
heard among Madison Avenue agencies regarding the weekly's new format which 
puts the accent on bulking the ads together. 

Snorted one officer of a toprung agency: "And they (Life) have been dishing it out to 
about triplespotting and other like practices !" 

You've been around the business a long, long time if you can recall when : 

• The Blair operation was known as Blair, Greig & Spight. 

• Soap opera writers got $50 an episode and the typewriter jockey on Tom Mix and Hi 
Sixshooters drew down $25 per script. 

• Kraft sponsored Paul Whiteman in a two-hour program to debut Miracle Whip. 

• The score racked up on boxtops was more important than ratings. 

• The chieftain of one network would refer only to his competitor as "that cigar- 

• Rate cards were so simple that trainees became expert timebuyers over night. 

• Agencies were the chief source of program ideas and personality development. 

• The highpoint of an NAB convention was when some stormy petrel of an affiliate teed 
off on the floor against network tyranny. 

• The FRC threw the book at a Chicago station for airing nothing but racetrack 


SPONSOR • 24 JULY 1961 




see pages 66 and 67 



NEW OWNERS of KIDA, Des Moines, are feted by Meredith Publishing. (I to r) James C. 
Dowell, v.p. and general manager, KIDA; Payson Hall, exec. v. p., Meredith; George Bolas, 
pres., Star Brdcst.; Thomas C. Harrison, v.p., John Blair & Co.; Gilbert Swanson, board 
chairman .Star; Don Bell, d.j., KIDA; Fred Bohen, Meredith; Clair Gross, v.p. Boiell & Jacobs 


SAFETY FIRST, but beauty isn't much less than first as WBT, Charlotte, S. C, Pat Lee dis- 
cusses the finer points of water safety with two swimmers, both of whom the audience asked 
to meet. Pat brought the entire morning radio show to the municipal pool of Charlotte, as 
part of the station's summer safety campaign, on Friday before the Fourth of July weekend 

all m 



tor t> 
nee n 
list i 

Ideal Toy is getting away from 1 
strictly kid show in its tv activi 

Starting 1 October, the toy ma 
will participate in ABC TV's M 

Reason given for the buy : the co 
pany's experience in spot tv duri 
1960 for its model construction k 
disclosed a sharp interest amo 
adults in "authentic and intrica 
hobby kits. 

In other words, adults were buyi mIk 
them for themselves as well as 

Campaigns: Several important fo 
stores and manufacturers, such 
Safeway, Daitch-Shopwell, Ehlers ct 
fee, etc., will step up their use 
radio as they go into new saturati 
schedules. This was announced 
Lester L. Wolff, president of ( 
Ordinated Marketing agency . 
Knorr Soups (D-F-S) out of Coj 



165,000 PIECES of mail came to KC, 
Pittsburgh, in eight weeks when the stati| 
and Top Value enterprises staged a two 
lion tv stamp Give-Away. Listeners were 
vited to go to certain stores and pick 
entry cards. Shown are: (I to r) announce 
Dave Scott, Larry Aiken, and Henry DaBocc 
receptionist Carol Robinson holds the sil 

SPONSOR • 24 JULY 196! 



jducts' Best Foods, is expanding 

all major eastern and central 
rkets this month. The campaign 

1 include web tv as well as spot 
. . . Alberto Culver (Compton, 

T) will have a record budget of 
5-million, most of which will be 
:d for tv. The company will use 
three networks with a group of 
S programs added to the schedule. 
e first web buys were with NBC 
i ABC was added in 1959. 

versification: /. B. Williams 
mpany has acquired Landers, 
ary & Clark, 119-year-old Conn, 
mpany, manufacturers of Univer- 
household appliances. 

irnings: R. J. Reynolds an- 

unced earnings for the first six 
nnths and the second quarter of 
61 were the highest for any such 
riods in the company's history. The 
t for the first six months of 1961 

are estimated at nearly $57 million as 
compared to $49.02 million for I960, 
up 16.3% . . . Also Pillsbury an- 
nounced a year of record sales, earn- 
ing for the fiscal year ending 31 
May, 1960 showed an increase of 
20.8% over the previous fiscal year, 
up $7.91 million. Sales were up to 
$385 million, an increase of $11 mil- 

fred J. Scalpone to v.p. in charge 
of advertising, Schick Safety Razor 
. . . Charles J. Wade to v.p. of 
Lanolin Plus . . . Richard H. Dan- 
ielson to assistant advertising man- 
ager of the newly expanded Ameri- 
can Oil . . . David J. Mahoney, Jr., 
to executive v.p. of Colgate-Palmolive 
. . . Frederick J. Griffin Jr., to gen- 
eral advertising manager for New 
Jersey Bell from assistant advertising 
manager-sales in the public relations 
department, A.T.&T. . . . Paul J. 
Allen to director of marketing, 
American Sugar Refining. 


Cunningham «X Walsh hi - sold 
its Chicago Office to Ivan Hill, 
the firm's executive v.p., and a 
group of his agency associates. 

The new agency will be known as 
Hill, Rogers, Mason & Scott, as of 
31 July. 

The present staff of about 50 per- 
sons will be increased: and it i^ ex- 
pected that the present accounts will 
remain with the new agency. 

(For details of C&Ws revamped 
management structure see SPONSOR 
WEEK, page 11.) 

Agency appointments: Catherine 
Clarks Brownberry Ovens products 
to Johnson & Lewis, San Fran- 
cisco . . . Butterfield Foods to Apple- 
gate Advertising, Muncie, Ind. . . . 
Rambler Dealer's Association, Kansas 
City to Merrit Owens . . . Dubonnet- 
Schenley to Norman, Craig & 
Kummel, from Kleppner . . . Ken's 

A 25 YEAR WATCH is presented to Paul 
J. Miller, managing director of WWVA, 
Wheeling, W. Va., wih the station for 30 
years. William E. Rine, v.p. administration, 
Storer, who honored six staffers for at least 
25 years' services, makes the presentation 

WING FLING DAY at LeSourdsville Park 
made the biggest Saturday the park has had, 
along with participation of WING, Dayton, 
O., to entertain station fans. The station's 
Jim Smith, Rod Williams, and Stan Scott 
spent most of the afternoon in a cool bath 
in the park's fountain, in 'year one' suits 

At Copley, Boston Restaurant, to 
Ingalls Associates . . . Sabra Motors 
of America, eastern distributor of the 
Sabra, Israeli automobile, to Miller 
Advertising . . . Romero Drug, 
Dixie Meat, KUKA, San Antonio, 
and KUNO, Corpus Christie, all to 
Cusick-Schwerke & Wild, San An- 
tonio . . . Plastics & Resins, Inc., to 
Yardis . . . Dubonnet Aperitif wines 
and vermouths to Norman, Craig & 

N. Montgomery rejoins K&E's crea- 
tive services from v.p. and creative 
director at Compton . . . Paul T. 
Bohn to Opinion Builders, Inc., from 
public relations staffer, Cleveland 
Electric Illuminating . . . James R. 
Sanders to v.p. and account super- 
visor, North's Toni Company brands 
. . . James H. Graham to v.p. and 
account supervisor, B&B, from v.p. 
and account supervisor, Mc,J&A . . . 
Ralph Countryman to regional 
marketing staff, D'Arcy, for An- 
heuser-Busch . . . Donald A. Ecker 
to Ingalls Associates from George 
J. M. Riseman . . . Lee Hughes to 
account executive, DCS&S, from 
JWT . . . Donald M. Mullen to ac- 
count executive at Zimmer, Keller & 
Calvert, Detroit. 

Account resignations : GMM&B 
has resigned the Lewyt account. 

Lewyt recently became a division of 
Signal Manufacturing, Salem, Mass. 

New quarters : North Advertising 

has moved to larger New York offices 
at 770 W. Lexington Ave. 

Happy birthday : Beckman-Ko- 
blitz, L.A., celebrates its 12th anni- 
versary this August. The agency now 
has a staff of 15 and annual billings 
in excess of two million dollars. 
Corrected omission: In listing ac- 
count transfer during the first half 
of 1961 SPONSOR-SCOPE failed to 
note that Doherty, CS&S was given 
a goodly share ($600,000) of the 
U. S. Tobacco business. The products 
going to DCS&S were Encore, Model 
cigarettes, Copenhagen, Old Briar 
and Dill tobacco. 

Stations on the IVIove 

The expiration of an agreement 
for the purchase of WMGM, New 
York, by Crowell-Collier Broad- 
casting from Loew's Theaters 
Broadcasting, was announced. 

This came about as the FCC failed 
to approve the assignment of the ra- 
dio station license within the time 
provided in the agreement. 


(as of 1 July) 
AM: 3,602 
FM: 889 
TV: 543 

Sold: KLAK, Denver, Colo., to Ed 
Scott from Lakewood Broadcasting 
Service, holders of which are Maurice 
J. DaVolt, Julia W. DaVolt, and 
Edythe Sweeney Walker. The price: 
$310,000 . . . WCNG, Canonsburg, 
Pa., to Tommy Sutton, Dayton, from 
Lowell Williams and Dick Berg. The 
price: $86,500. Brokered by Black- 
burn & Company, Washington, D. C. 

United Printers and Publishers 
Inc. will ask its stockholders, at 
a meeting 3 August, to approve 
the acquisition of two tv and ra- 
dio companies. 

The companies and their stations 
are: WSTV, Inc., which o&os WSTV- 
TV, Steubenville, 0.; KODE-TV, 
Joplin, Mo.; WBOY-TV, Clarksburg, 
W. Va.; WRGP-TV, Chattanooga, 
Tenn.; WSTV-Radio, Steubenville, 
0., KODE-Radio, Joplin, Mo.; and 
WBOY-Radio, Clarksburg, W. Va. 
WPIT, Inc., which o&os WPIT (AM- 
FM), Pittsburgh, Pa.; WSOL-Radio, 
Tampa, Fla.; and WRDW-TV, Au- 
gusta, Ga. 


Ken DeVaney has been appoint- 
ed managing director of the 
California Broadcasters Associa- 

DeVaney, with a record of 13 years 
in broadcasting and a graduate of 
Hastings College of Law, will assume 
his new duties 1 September with 
headquarters in Sacramento. 

The goal is to develop a more 
effective program of legislative ad- 

vocacy with 

the California S 

Live t 

The American Management 
sociation will meet 28 August 
the Hotel Astor, New York, N 

The purpose of the meeting is 
present the most comprehensive 
proach to date of programed let 
ing and teaching machines, and tl 
broad educational and social im 

The two day special conference 
exhibit will also involve the appli 
tion of these training devices in 
dustry. Representatives of comp 
ies making use of this new techni< 
in training will report on their fi 
ings and discuss where and how th 
programs are being applied. 

lit •' 





A decision by the Kansas S 
preme Court that "official cot 
proceedings should not be us| 
as program material" for broa 
casting is being protested 
Thad M. Sandstrom, president 
the Kansas Association of Bror 

Justice Robb made the decision 
his opinion on a kidnapping c 
tapped by WIBW-TV, Topeka, K 

After consulting with the chief 
torney of the NAB, the KARB fei 
they must take issue with the opinio 
which they believe is contrary 
other such events and is not in 
public interest. 


Schaffer, director of promotion ar 
advertising. WFIL, Philadelphia, w; 
elected to the board of directors 
the Broadcasters Promotion Associ; 
tion . . . James Kiss, director 
public relations for TV Guide, ws , 
named to the post of associate men 
bership chairman, BPA. 

TV Stations 

Social note: WLOS-TV, Ashevill* 
N. C, gave a helping hand to Smok 
Mountain Distributors as the 
launched their annual Schlitz "Goot 
Living Go-Togethers" campaign b; 
playing host to a large group of foot 
and media men. 

Ham R. Seth, Jr., to director o; 


SPONSOR • 24 JULY 1961 





nadian TvB from the Colgate- 
Imolive tv unit, L&N . . . Walter 
McCroba to regional sales man- 
r, WRDW-TV, Augusta, Ga., from 
hty|»unt executive, WSTV-TV, Steu- 
rville . . . Jerry Bess to executive 
istant to Hathaway Watson, v.p. 
charge of broadcast operations, 
10 General, from executive v.p., 
kwright Advertising . . . Robert 
. Breckner, v.p. and general man- 
;r, KTTV, L.A., elected to the 
ard of directors, Times-Mirror 
apt oadcasting . . . Thomas S. 
urphy to executive v.p., Capital 
ties Broadcasting, Albany, N. Y. 
. Harry Kirk to station manager, 
BY-TV, Coos Bay, Ore. . . . 
larles Martin to account execu- 
e, KTTV, L.A., from merchandis- 
g manager, same station . . . Dick 
ckson, national public relations 
rector for AFTRA, has resigned to 
t up his own firm, Public Relations 
Dick Jackson . . . Jim Patterson 
account executive, KVOO-TV, 
Jsa, from administrator of man- 
cement development and training, 
BC, L.A. 

f.udos : Carl Evans, sales manager, 
; KJG-TV, Fort Wayne, Ind., has 
3en elected president of the Sales 
xecutives Club of the Fort Wayne 

Radio Stations 

iAB surveyed consumers on the 
highways and found that 80.5% 
relieve radio does a better job 
elling about new products than 

< The report, called "Inside Out- 
I oor," covered consumers who spend 
jime each day in a car. 

Some of the factors which helped 
•ring about these results: (1) The 
;rowth of car radio count went from 
J 4.8 million to 42.6 million in the 
Dast decade. (2) Increase of car 
-peed which allows little time for bill- 
board reading. (3) Growing resent- 
,nent on the part of consumers to- 
vard roadside junk heap created by 
>ver-abundance of billboards. 

Ideas at work: 

• WTCN, Twin Cities, gave live 
coverage to the annual Minneapolis 

Aquatennial "popular Sing Contest" 
and water events of the popular aqua 

• Between games of a Sunday 
doubleheader with Detroit and Los 
Angeles, these were some of the 
sportscasters and disc-jockies who 
took part in an exhibition game: 
Mark Avery, WJBK; Doug Lacy, 
WCHB; Don Wattrick, WXYZ; Ben 
Johnson, WEXL; Paul Winter, 
WXYZ; J. P. McCarthy, television 
personality, WJR; Johnny Ginger, 
WXYZ-TV; Chuck Lewis, WPON; 

Lee Alan, WKMH: Kaye, 

WJBK; Jack Rigga . 


• KOKK, Austin, ran a 
Race ' contest in dira t comp 
with another radio station. As t i 
were rung up at Fulford's Appliano 
store customers were asked to vol. 
for their favorite disc jockey. 

• WHIO, Dayton, Ohio, has a 
campaign going aimed at selling the 
benefits of advertising and answering 
some of his critics. A series of five 
one-minute educational commercials 


the new KAKC 
Th9t makes 
almost ^ 

*5 Yem ,-#* 



Yes sir, and to top it off, advertisers who use the 
new KAKC are selling like never before because the 
new KAKC is not only the "Quality" station in the 
Tulsa market but also the "Quantity" station. Yes, 
you get the best of everything when you use the new 
KAKC. It's the best "IMAGE BUY" in Tulsa and 
Northeastern Oklahoma, too. It's been that way 
quite awhile . . . and we intend to keep it that way. 

* According to Hooper and Pulse. 

Hi, I'm K. A. Casey . . . offering you the best 
radio "buy" in Tulsa. Why not call your Adam 
Young representative and see for yourself. 









24 july 1961 


produced by Kircher, Helton & Col- 
lette, calls for ten spots to be aired 
Monday through Friday, for five 
weeks. The series is aimed at sup- 
porting all segments of advertising 
and all media. It follows a two week 
tv campaign on the same theme run 
on WHIO-TV. 

Maxwell Badgley to marketing and 
and sales promotion manager, 
WKMH, Dearborn, Mich., from ac- 
count executive at Grey . . . Arnold 
Smith to national sales coordinator, 
WFYI, Garden City, N. Y., from sales 
presentation and promotion, CBS Ra- 
dio . . . Robert B. Gordon replaces 
William Dalton as business man- 
ager, WIP, Philadelphia, and Dalton 
will join the sales staff, same station 
. . . Jack Flynn to account executive, 
WABC, New York, from A.M. Radio 
Sales . . . E. Jonny Graff elected to 
the presidency of the broadcast prop- 
erties WNTA (AM-FM), Newark, 
N. J. . . . Herman Maxwell to sales 
manager, WINS, New York, from di- 
rector of sales, WNBC-radio . . . Jack 
L. Clover to sales executive for 
WLW-C, Columbus, 0. . . . Dick 
Stone to account executive, WINS, 
New York, from account executive, 
Avery-Knodel ... A. J. LaFrano 
to executive director, KHJ-Radio, 
Hollywood . . . Frank H. Minner, 
Jr., to comptroller, Rollins Broad- 
casting from accountant, same firm 
. . . Joseph A. Giurato to director 
of sales, The Stephen Company, from 
district manager, Richard Hudnut. 

International side: WRUL, World- 
wide Broadcasting's international 
short-wave radio station, has signed 
six advertisers, including the Latin 
American edition of Time, life Inter- 
national, and U. S. Camera, for 13 
week schedules. 

KBS made a study and found 
that its reach goes out to 83% of 
all U. S. counties. 

The radio network, with 1,125 
affiliates, reaches listeners in 2,547 of 
the nations 3,069 counties. 

Of the 51.1 million total U. S. 
radio homes, Keystone stations cover 
27.4 million or 54% of all radio 


CBS Radio offered over 100 top 
agencies the chance to air the im- 
portant role they play in Ameri- 

Fred Ruegg, CBS v.p., sent a letter 
to agency heads inviting them to put 
their thoughts on tape or disc as a 
one-minute message. 

The message will deal with the role 
advertising plays in our economy, 
standard of living, and its ability to 
bring people and vital products to- 

CBS Radio will present the mes- 
sages 12 times each on all seven o&o 
stations across the country. 

ett H. Erlick to v.p. and general 
counsel of American Broadcasting- 
Paramount Theaters. 

Radio sales: CBS Radio has sold 
the Bing Crosby-Rosemary Clooney 
show to Kitchens of Sara Lee (Cun- 
ningham & Walsh) for a thirteen- 
week schedule for two weekly seg- 

Tv sales: CBS TV has sold a two- 
hour special to Quaker Oats (Lynn 
Baker) . The on-the-scene program, 
entitled The Tournament of Roses 
Parade and Pageant, takes place on 
New Year's day, 1962, in Pasadena, 

Network programing: Carol Bur- 
nett and Richard Hayes will join 
forces in a new musical variety pro- 
gram, to be presented on CBS Radio, 
Monday through Friday, 7:10-7:30 
p.m., EDT, beginning 4 September. 

New affiliations: WEPA-TV, Erie, 
Pa., will join ranks with NBC-TV on 
1 October. The station is now under 


Rep appointments: WFGM (AM- 
FM), Fitchburg, Mass., to Walker- 
Rawalt . . . WOKW, Brockton, 
Mass., to Kettell-Carter . . . KWHK, 
Hutchinson, Kansas, to Spot Time 
Sales . . . WIST, Charlotte, N. C, 
to Advertising Time Sales . . . KBEA 
(AM-FM), Kansas City, to Avery- 

Knodel . . . Five new appointmei 
to Weed are: WAVA, Washingtc 
D. C; WEAW, Chicago; WBO 
Boston; WBMD, Baltimore; a 
KCKN, Kansas City. 

s Vi 

|dt the 


|t sta 


H. Sandberg to office manager 
Weed, San Francisco, from his ov 
rep firm . . . Richard Beesemyf 
to sales manager, ABC-TV Natior 
Station Sales in L.A., from sales ma 
ager, KNXT-TV, LA. . . . Jamj 
Osborn to sales manager, FrisJ 
office of ABC-TV National Statiq 
Sales from general sales manage 
KXTV, Sacramento . . . Desmoi 
C. O'Neill to New York tv sales sta 1 
of Katz, from group media directo 
K&E . . . John Brennan to manag| 
of the Minneapolis office, Katz. 

Promotion note : Avery-Knodii 

has made two new studies of marke 
which are being distributed to aJ 
vertisers and their agencies. TIjj 
titles are: "Topeka, An Even Bet 
Place To Reap Profits" and 
Quad Cities, One of America's Gre'* 
Tv Markets." 

New quarters: Advertising Til 
Sales is opening a New York offic 
and headquarters to be located 
247 Park Ave. Telephone number 
MU 7-5040. 

Expansion: Weed is expanding ij 1 "' 
operation on the West Coast wit} 
the appointment of James C. Gate 
and Henry (Hank) Stanley to 
Los Angeles sales staff. Gates wa 
formerly a partner in his own firr 
Sandberg-Gates; Hank Stanley ha 
been associated with Gates at th 
same firm. 

Editorial note: Eastman spoke uj 
on the awareness of a certain stati: 
tic: aside from the growth of radi< 
sales with clock radios, portables, am 
transistors, the rep firm wonders 
its customers are aware that radi« 
homes have increased 23%. 


Feature film sales of post-1948'f 
moved along steadily this week 

Some of the principal transactions 
were these: 



24 july 1961 

«| • WGN-TV, Chicago, bought Sev- 
i Arts Volume II of Warner Bros. 
I1( |lms of the 50's. It is 28th station 
buy the second group; Volume I 
is 94 sales. 

• KHOU-TV, Corinthian station 
Houston, extended its already 
;avy emphasis on feature films with 
e purchase of the post-1950 Para- 
ount package handled by Colorama. 

yark Films' Bozo the Clown re- 
111 ewed contracts with three sta- 
iins last week. 

The stations involved are: WWJ- 
V, Detroit; WHDH, Boston; and 
r CCO, Minneapolis. 


nj] // Star Golf will be among the 

shows that will turn to color 

uring this coming season. 

Henry G. Saperstein, president of 
len Films, pointed out that it was 
ie apparent upswing in color inter- 
t that prompted him to give this 
irticular program color. 

larence Greene and Russel 
ouse, producers of Tightrope 
?ries for Screen Gems, is pre- 
aring a new show, The Seekers. 

Aimed at the 1961-62 season, the 
iries will depict human adventures 
icountered by a group of research 

creen Gems now has its own 
ock listing on the American 
tock Exchange. 

The company is not only a pro- 
ucer, but owns tv distribution rights 
» 1.400 feature length pictures orig- 
iall\ produced for theatrical show- 

ey W. Broiles to southern sales 
iirector, Filmaster from Ziv Tv . . . 
ack Rhodes to central division 
des manager, ITC, from account 
xecutive, same company . . . Her- 
ert L. Miller to national sales man- 
ger in charge of Wiljon Sales Corp. 
jr Bill Burrud Productions . . . 
oseph J. Jacobs, industry attor- 
ey, to director of program and tai- 
nt negotiations, Ziv-United Artists 
C. P. (Pete) Jaeger to assistant 
i> the president of Official Films, 
•rom executive v.p. of Flamingo 

WCAU, Philadelphia, will come 
to the aid of poultry and egg 
farmers in a campaign to pro- 
mote the use of fresh eggs. 

The promotion, to run for one 
week from 13 August, is entitled 
Eggs 'Round the Clock. 

The station will devote two minutes 
an hour, 24 hours a day, to persuade 
the public to use eggs around the 

WEJL, Scranton, Pa., has initi- 
ated a policy of editorializing. 

The first in a series designed for 
this purpose will deal with the NAB 
radio code, urging all non-subscrib- 
ing stations to subscribe to, and ad- 
here to, the NAB code of good prac- 

Public service in action: WLW, 

Cincinnati, saluted the National 4-H 
Foundation's Farm Youth Exchange 
when the station played host to form- 
er and present IFYE participants at 
its Everybody's Farm near Cincin- 
nati. The occasion was an alumni 
gathering from the three state area 
of Ohio, Indiana, and Kentucky . . . 
KHOU, Houston, ran a prime-time 
documentary, So You're Going To 
Have An Accident, treating the rights 
of citizens involved in accidents and 
walked off with the State Bar Journal- 
ism Award in an all-media competi- 
tion . . . WWLP, Springfield, Mass., 
presented the 8th annual Servants of 
the Public awards in a special tele- 
cast to citizens who have made special 
contributions to their community . . . 
WONE, Dayton, 0., has completed 
its 1961 Scholarship Awards in pre- 
senting a $500 scholarship to five 
students representing the five school 
systems in the area . . . WJAS, Pitts- 
burgh, Pa., will expand its award- 
winning program, Profile Pittsburgh, 
a special series on fair housing prac- 
tices, broadcast Monday through 

Friday, 6:05 to 6:30 p.m KOL. 

Seattle, Wash., has begun its annual 
game, the result of which will be 
cleaner beaches. Station, in run- 
ning an annual campaign for cleaner 
beaches takes advantage of the fact 
that Seattle abounds with lakes and 
beaches, so the trick is to promote a 
treasure hunt for bottles which the 

station drops in th< 
plane. Each bottl 
certificate, or -ift certi 
participating advertise! - . . . 
Atlanta. Ga., in obsei \.in. e ol 
melon Weekend, presented i tru< k- 
load of watermelons to the Bethlehem 
Communit) Center in Atlanta 
winner of the WSH Good Neighbor 
Award for the day . . . WMT-TY, 
Cedar Rapids, Iowa, weather consult- 
ant, Conrad Johnson, ran an off-duty 
broadcast with a 100% listenership. 
Here's what happened: two people 
were trapped aloft in a private plane 
when a series of thunderstorms but- 
rounded them. The FAA lacked the 
equipment to locate the storms exactly 
and could not give them a flight plan 
to escape. Johnson jumped on hi- ra- 
dar screen, pin-pointed the storm, and 
during 75-minutes outlined a storm- 
free route which was radioed to the 
pilot via an FAA operator. 

Kudos: WNBQ, Chicago, has been 
awarded a Freedoms Foundation 
honor citation for "outstanding 
achievement during 1960. The award 
was for the station's Drama of De- 
mocracy, a 16 week Monday through 
Friday series on the American politi- 
cal system during the election year 
of 1960. The station and program 
were cited as "an outstanding 
achievement in bringing about a 
better understanding of the American 
way of life during 1960." 

R VB has announced dates and 
locations of eight management 
conferences for member stations. 

Time and places are: 
7-!! September Haddonfield, N I 
11-12 September While Sulphur 

Springs, W . "*\ a 
18-19 September Sea Island, Ga. 
21-22 September Dallas, Texas 
2<°.-2 ( ) September— Des Haines, III. 
5-6 October Omaha. Neb. 
9-10 October Palo Alto, Calif. 

12-1.'^ October Detroit. Mich. 

Other trade dates: <>-!' August, 
Georgia Association of Broad* 
casters will hold their 2(>ih annual 
convention at the Kinu ^\ Princ* 

Hotel. Simon*- Island. Ga. *^ 

PONSOR • 24 JULY 1961 


the simple 

facts about 




& readership 

are these 

I n the 20 years 
since 1940, adver- 
tising dollars in- 
vested in trade pub- 
lications have in- 
creased from $64,- 
000,000 to almost 
$600,000,000 annual- 
ly— a rate of growth 
second only to tele- 

Readership of busi- 
ness publications, 
according to Mc- 
Graw-Hill study, is 
up sharply since 
1950. The reason: 
Greater demands 
on the knowledge 
and ability of busi- 
ness executives 
who must keep up 
with the pace and 
competition of 
American business. 

Today a great need 
exists for alert, cou- 
rageous, profession- 
al business publica- 
tions in every field 
—publications that 
really reach their 


The top book in th 
average trade fieli 
according to 
widely-quoted Mi 


Graw-Hill study, d 
livers 66% of tl 
executives allied 1 
that trade categor 
The top three pul 
lications delivc 
92%. It was note, 
that an increasei 
reader and a n 
fluence accomp. 
nied each public; 
tion in descendin 

e simple 
ts about 

re these 

III SO R tops its 
I by a wider 
■ in than the 
ge leader. A 
/ (not made 
on the agen- 
/ertiser mail- 
? t of a big na- 
rep showed 
vlSOR ahead 
7% reader- 
A recent study 
ew York ad 
y readership 
lucted by a 
;al ad publica- 
rshowed that 
ISOR leads the 
broadcast book 
'%; and 70% 
»l in the "mag- 
•; read most" 

rate ($625) is about 
8% less than the 
magazine that rates 
second in most sur- 

The busy ad execu- 
tive is kept fully 
posted and pro- 
tected with one 
broadcast book spe- 
cializing in the 
things he wants to 
know. Its new 
added to the eight 
yellow pages, in- 
terpretive articles 
in depth, and in- 
formative depart- 
ments, provide 
readers with a com- 
plete weekly pack- 

Thus, SPONSOR is 
the one publication 
fully keyed to your 
spot sales objec- 
tives. It's the short- 
est distance be- 
tween buyer and 


Shortest Distance 

Between Buyer 
And Seller 

Review, please, 
the latest 
accepted survey 
of y our choice: 

ANY or ALL! 

The unbelievable Family 
audience in the 
Louisville Metro Area 
belongs to VYKLO 

Need we say more? 

Call Bill Spencer 

robert e. 
eastman * co., 

Other Air Trails Stations: 
WING, Dayton, 0. 
WCOL, Columbus, 0. 
WIZE, Springfield, 0. 
WEZE, Boston, Mass. 





vard Business School. 

David J. Mahoney, Jr., has been electc 
an executive v.p. of Colgate-Palmolive 
was, most recently, president of Goc 
Humor. Mahoney began his business c 
reer in 1946, following service in the U 
Army, with Ruthrauff & Ryan Advt. 
1950 he established his own agency whei 
he remained until 1955. He is a graduate 
the University of Pennsylvania, and Ha 
At Colgate-Palmolive his new responsibility 

a r 


will involve all phases of the company's domestic markets. 

Jerry Bess has been named to the new 
post of executive assistant to Hathaway 
Watson, v.p. in charge of broadcast opera- 
tions for RKO General. Bess left the post 
of executive v.p. with Arkwright Advertis- 
ing, New York, to accept the assignment. 
For the past 13 years he has worked with 
the account of Robert Hall Clothes, super- 
vising all radio and television advertising. 
Previously, he was with Emil Mogul advertising and Louis Cowa 
Productions. At RKO he will work with broadcast operation! 

Herman Maxwell has been made sale 
manager of WINS, New York. He replace 
Leon P. Gorma, who has been made assis 
tant to the president of Gotham Broadcast 
ing. Prior to his position as director o 
sales at WNBC, New York, Maxwell wa 
local sales manager for that station fron 
1'956 to 1957. From 1953 to 1956 he wa 
account executive with WNBC. A veterai 
broadcasting figure, he started with WOR in 1930, where he re 
mained for 20 years. During World War II, he served in the Navy 

Jack Donahue has been appointed general 
sales manager at KTLA, Los Angeles. This 
follows a three year tenure at the station, 
the past two as national sales manager, 
following a stint as assistant general sales 
manager. Donahue's background in broad- 
casting includes 18 years that began in 1941 
when he joined the CBS o&o, KNX, Los 
Angeles. After serving as a pilot in the 

USAF, he returned to California for a variety of station and agenc) 
assignments. In 1951 he again joined CBS and KNX. 



24 july 196) 

frank talk to buyers of 
air media facilities 


The seller's viewpoint 

Pointing a critical finger at the television medium is hypocricy personi- 
ed," concludes Ray Simms, director of promotion at H-R Television, Inc., 
ation representative. "The time has come, and is in fact long overdue, for 
ose in the industry to speak up, wherever they may be, when they hear a 
itical word on the subject of television. The industry needs an army of 
'fenders to combat the many erroneous conceptions being wafted into 
leryday conversations by those in competing media, and those who just like 
gossip. A concentrated optimistic effort is needed." 

Come to the defense of tv ! 

MFV e in the television industry seem to have shirked a 

ry important responsihility. The defense of the televi- 
on medium rests upon spokesmen in our industry who 
lould oppose the concentrated newspaper and magazine 
iti-television campaign which has been well-planned and 
irried out over the past two years. Very few of our in- 
lstry leaders are outspoken enough to have cited the 
any great facets of the television business. 

Aside from Max Wylie, well known author and lecturer, 
id a qualified advertising agency executive, there have 
;en far too few critiques either written or spoken in de- 
nse of the greatest medium of our times. 

It would appear that the favorite pastime of the cock- 
il set is making hypocritical statements about the medi- 
n. They are carried away by some of the more erudite 
levision critics and seem to mouth many of the phrases 
uat these critics have put into print at the behest of their 
iblisher bosses. How hypocritical can people get when 
ley say, "we don't allow our children to view television"? 
ot only do their children view television in their own 
>mes, but they view television in the homes of their 
iends. Far too few of the excellent testimonials from 
irent-teacher organizations, from civic organizations, and 
wnmunity groups have been publicized by the networks 
id stations that have received them. 

One of the most indicative of surveys recently taken in 
ie Midwest, shows that those people who demanded more 
iblic information programing were in actuality people 
ho had rarely, if ever, watched the large number of pub- 
c information programs available to them each week. 

Every one concerned in the broadcasting business, spe- 
cifically of course, television, should assume the responsi- 
bility of being an optimistic spokesman and a defender of 
television. Too many of us have been carried away by 
what we have actually seen in newsepapers and magazines, 
which, after all, are our arch competitors. We don't take 
an aggressive enough attitude to counteract the flimsy 
arguments which dwell on "the tremendous number of 
westerns and brutality programs" of which television has 
many. If it were only pointed out to the people that we 
ourselves come in contact with at various social or group 
functions, that television has brought the greatest drama. 
and the greatest educational vehicles to a larger number 
of people than any other medium in the history of the 
world, and at the same time has provided us with many 
hours of excellent entertainment, we would certainly be 
well along the road to dispelling some of the propaganda 
that the fourth estate has been repeating in a well-organ- 
ized campaign against the television medium. 

Without going into much greater detail, if you look 
back on all forms of entertainment, opera, drama. et( .. we 
will find that violence is basically the background of enter- 
tainment. Therefore, to point the finger at the television 
medium is hypocric) personified, and we should all be well 
aware of it, and make our firm stand in defense of televi- 
sion. 1 contend that main of us have shirked our respon- 
sibility to the television medium because we are not aware 
of the great features that television is able to deliver on a 

transcontinental basis and to all levels of our economy. V 
lot of homework enabling us to have facts and figun 
defense of the medium i- indicated for all of us. ^ 

'ONSOR • 24 JULY 1961 


More on the rating rat race 

"Radio Station For Thinking Men Dies" read a recent 
headline in the San Francisco News-Call Bulletin. 

The occasion was the announcement by Sherwood W. Gor- 
don of his decision to sell his good music station KQBY 
because it couldn't compete in the "Hooper-Pulse-Nielsen 
rating rat race" and attract national ad dollars. 

According to Gordon, "Our attempt to pioneer a complete- 
ly unique radio station perhaps was born too soon for an 
industry so fraught with basic problems and shallow stand- 
ards. We are sorry, but we will not compromise quality." 

Such statements, of course, are bound to strike sympa- 
thetic chords in the hearts of many radio men who feel them- 
selves blocked and frustrated by rating madness. 

And it is always a disheartening thing when an idealist in 
any field has to accept a bitter defeat. 

But, though we sympathize with Sherwood Gordon, we do 
want to caution against letting such incidents lead to over- 
emotional thinking about the rating problem. 

sponsor believes, and has said for years, that the infatua- 
tion with ratings is a terrible broadcast evil. 

But let's not kid ourselves. The only way in which the 
industry can rid itself of its rating chains is by providing 
some better standard — some more satisfactory measurement 
for advertisers and agencies who buy time. 

Unless and until the industry can provide this — and can 
get it accepted by its commercial customers — -we're afraid 
that the ratings, with all their evils, will continue to plague us. 

The key to the problem is — what better can we offer? 

The FCC warning 

The recent action of the FCC in granting a limited one-year 
license renewal to station KORD, Pasco, Wash., and the care 
it took in sending copies of its KORD decision to all broad- 
cast licensees, was by its own admission "unusual." 

But it should be ample warning to all station men of an 
increasingly tough Washington climate, and of the certainty 
that, in future, programing promises must be matched by 
program performance, if an FCC renewal is expected. ^ 


Stumps the experts: "Whispr 
'crisp, cool lettuce' until you can « 
heard across the room." That's wht 
a speech therapist advised Frank IV.. 
Gee to do to correct what he calll 
a big sound pocket in the back of \\ 
throat, which he said was causir 
echoes. McGee told Bert Burns a 
the N. Y. World-Telegram & 5aj 
that at that point he had been rea( 
to give up a not-yet-begun radio- 
career. Next fall McGee launches h 
Here and Now show on NBC Tj] 
Right back where he started, letti 

Banned in Boston: Those portioi 
or "cuts" of long playing recorc 
that aren't considered appropria 
for family listening are so marke 
and kept off the air by WCBS, Ne[ 
York. The station's morning mai 
Jack Sterling, relates that he heard c 
a song plugger who danced aboi 
madly screaming, "I've got a hit, V% 
got a hit — CBS deleted nine out 
my record's 12 cuts!" 

Subterranean culture: "Ad 

Wade will now sing 'The Subwi 
Platform Blues,' announced Boi 
Howard, d.j. at WNEW, New Yorli 
The song Wade sang: "I See th 
Writing on the Wall." 

The name's the same: In Detroi 
for a taping session at WXYZ-T\ 
Don Ameche related the comment o 
the New York musician who over 
heard a couple of colleagues appre 
hensively discussing the Berlin crisis 
"Irving's sick?" 

Impact: Comedian George Jessel, ti 
illustrate his feeling that tv violenci 
goes too far, told this joke at the FCC 
hearing: A father walked up to hi: 
son and said, "Sonny, I have ba( 
news for you. Your old grandpa jus 
died." The boy's reply: "Who s 

New category: Not an actor, not & 
dancer, singer or comedian. That s 
what the What's My Line panel had 
learned about the evening's mystery 
guest (NBC's Bill Cullen) when 
Jayne Meadows came to the conclu- 
sion, "With those credits, you must 
be a tv star." 



24 july 1961 


wfmy-tv creates 

sales in the nation's 44th market 

This intricate mosaic based on the sculpture of produce results for you in the nation's 44th 

Queen Nefertite is an example of one of the TV market.* 

oldest known forms of art . . . the creation of For full details about WFMY-TV's creative 

a design from many small pieces of stone. abilities in the growing Industrial Piedmont, 

For the creation of sales, depend on WFMY- call your H-R-P representative today. 

TV tO bring together 2.3 million Viewers and » Source: Television Magazine, 1960 Data Book 

f Q) % 

f my - tv 



Represented by Harrington, Righter and Parsons, Inc 

Why is approximately 80% of the 

local TV money in the Des Moines 

market invested on KRNT-TV? 

KRNT-TV makes 
cash registers ring! 

The quality of our quantity of audience is 
apparent to local advertisers who live here and 
who must prosper here. Their cash register 
must ring — they have no alibis! Their cash 
register is their copy tester! 

The believability of the exclusive KRNT-TV 
personalities (we have more than all other 
stations) is shown by the cash register and by the 
Central Surveys. 

Month after month, vear after vear. 
KRNT-TV ratings are high. Highest 
Newscast ratings in the nation! Highest 
sportscast ratings! Highest local personality 

If you want to find out more about this 
unusual station, we suggest you check any 
business man in your line of work in Des 
Moines. Ask him about KRNT-TV. You. too, 
can get outstanding results by advertising 
on . . . 



An Operation of Cowles Magazines and Broadcasting. Inc. 

. . . (.nd represented by The Katz Agency. Inc. 

31 JUL.Y 1961 
40c a copy* $8 a ymmr 



>/TV i 








3i I96f 






$34 billion super- 
market business i> 
prime opportunity for 
more ad dollar- 
Page 27 

8 firms that test 
tv commercials for 
major ad agencies 

Page 33 

Pay tv, yes— 
but is it 
really culture? 

Page 36 

What radio nets 
are offering 
for '61-'62 season 

Page 38 







llHllii m\w 



jSsKTw&'k.- I 













'ONSOR • 31 JULY 1961 

Judy Anderson, 
say it ain't so! 

Judy Anderson of McCann-Erickson 
can't see us for beans. Yet, we'd so 
much like to help her advertise 
those cars she buys media for. 

Judy knows that the Tidewater 
area is growing 2 1 /£ times faster 
than the nation as a whole. She 
knows, too. that WHIH has the 
hottest format and the best darn 
news shows in Virginia. But what 
stations do you think she buys? 
(We won't tell you ) . 

Judy, you're a hard-hearted Han- 
nah, but we love you and we'll keep 
plugging. Same goes for any others 
who don't yet share your view that 
the sun rises and sets on WHIH. 





Representatives: Avery-Knodel 

with the 
BIG CHEESE in Wisconsin 

Not only 34 million people 
but 2 million cows. 



© Vol. 15, No. 31 • 31 JULY 1961 




When will radio/tv crack the supers? 

27 $34 billion supermarket industry is opportunity for more radio/tv dollars, 
— but expansion depends on new ideas and fresh approaches, say expertsi 

Radio brings groceries to life 

3X I n tne New York area, Safeway and Daitch Shopwell supermarket chains 
reap benefits of institutional approach to radio, build personalities 

8 firms that test tv copy 

33 A rundown of the services, methods, theories, and basic charges of the 
eight major tv commercial testing outfits, how they operate, how they differ 

Pay tv — but is it culture? 

36 Hard-sell ads for upcoming programs in Toronto's Telemeter test offer 
juicy fare at $1 per viewing, but raises questions about cultural values 

Strike-out Sam wins new friends for radio 

37 O n Kansas City, Mo. sandlots, pint-sized, aspiring Whitey Fords are test- 
ing their pitching prowess and winning over new friends for radio 

On network radio this fall 

38 Despite curtailed programing, the radio nets are offering wide variety 
and many rate plans. Advertiser buys are healthy for this time of year 

NEWSl Sponsor- Week 7, Sponsor-Scope 19, Spot Buys 46, Washington 
Week 55, Film-Scope 56, Sponsor Hears 58, Sponsor-Week Wrap-Up 60. 
Tv and Radio Newsmakers 68 

DEPARTMENTS: Commentary 14, 49th and Madison 16, 
Sponsor asks 42, Nighttime Comparagraph 40, Reps at Work 44, Sell 
Viewpoint 69, Sponsor Speaks 70, Ten-Second Spots 70 

Officers: editor and publisher, Norman R. Glenn; executive vice presi- 
dent, Bernard Piatt; vice president and assistant publisher, Arnold Alpert; 
secretary-treasurer, Elaine Couper Glenn. 

Editorial: executive editor, John E. McMillin; news editor, Ben Bodec; 
managing editor, Alfred J. Jaffe; senior editor, Jo Ranson; midwest editor, 
Given Smart; assistant news editor, Hey ward Ehrlich; associate editors, Jack 
Lindrup, Ben Seff, Ruth Schlanger, Diane S. Sokolow, Lauren Libow; colum- 
nist, Joe Csida; art editor, Maury Kurtz; production editor, Phyllis Trieb; 
editorial research, Carole Ferster. 

Advertising: assistant sales manager, Willard Dougherty; southern man- 
ager, Herbert M. Martin, Jr.; midwest manager, Paul Blair; western manager, 
George G. Dietrich, Jr.; sales service/production, Lou Chapman (manager), 
Shirley S. Allison, Barbara Parkinson. 

Circulation: Jack Rayman, Kathryn O'Connell, Phyllis J. Davis; readers 
service, Gail Rubenstein. 

Administrative: office manager, Fred Levine; George Becker, Michael 
Crocco, Syd Guttman, Irene Sulzbach, Geraldine Daych, Jo Ganci, Manuela 
Santalla, Andrea Shuman. 


© 1961 SPONSOR Publications Inc. 

Member of Business Publications 
Audit of Circulations Inc. 

SPONSOR PUBLICATIONS INC. combined with TV. Executive, Editorial, Circulation, and 
Advertising Offices: 40 E. 49th St., New York 17, Murray Hill 8-2772. Chicago Office: 612 
N. Michigan Av. (11). Superior 7-9863. Birmingham Office: 3617 8th Ave. So., FAairfax 
2-6528. Los Angeles Office: 6087 Sunset Blvd. (28), Hollywood 4-8089. Printing Office 
3110 Elm Av., Baltimore 11, Md. Subscriptions: U. S. $8 a year. Canada $9 a year. Other 
countries $11 a year. Single copies 40#. Printed U.S.A. Published weekly. 2nd class 
postage paid at Baltimore, Md. 


31 JULY 1961 

WHO Radio 

should be No. 14 

on any "Top Market 

radio list! 


50,000 -Watt WHO Radio Covers 
865,350 Homes In Iowa PLUS! 

EVERY time your marketing strategy calls for 
radio in America's top radio markets . . . 
50,000-watt WHO Radio belongs on the list! 

There are only 13 markets in America in which 
any radio station reaches a larger audience or 
more buying power than does WHO I 

WHO Radio reaches 865,350 homes in "Iowa 

°LUS!" (96 of Iowa's 99 counties plus a number 

bf counties in neighboring states). 75% of all Iowa 

etail sales are made in counties you reach with 

vVHO (Metropolitan Des Moines accounts for only 

1 o of Iowa's retail sales. All eight of Iowa's leading 


metro areas, including Des Moines, account for 
just 33%,) 

Many surveys, for 24 consecutive years, have 
measured the Iowa radio audience, and have proved 
that WHO is Iowa's most listened-to radio station. 
A 93-county area Pulse (March, 1961 ) gives WHO 
the No. 1 position in every weekday quarter-hour 
surveyed over 94 other stations. 

Next time you make up a "top radio market" list, 
be sure No. 14 is WHO Radio! Ask your PGW 
Colonel for the latest information on "Iowa Plus." 

Sources: Pulse (March, 1961), NCS No. 2, SRDS. 


for Iowa PLUS ! 

Des Moines . . . 50,000 Watts 

NBC Affiliate 

WHO Radio is part of Central Broadcasting Company, which also owns and operates WHO-TV, Des Moines; WOC and WOC-TV, Davenport 

Peters, Griffin, Woodward, Inc., National Representatives 


ONSOR • 31 JULY 1961 

The Conestoga Wagon, a pioneer in transportation, 
originated in Lancaster County, Pennsylvania. It was the 
principal medium of westward travel, prior to the railroads. 

WGAL-TV, a pioneer station, introduced television to a sizeable area 
of Pennsylvania. Since its inception in 1949, WGAL-TV has firmly 
maintained its pioneering principles by being constantly alert to new 
and better ways of serving viewers throughout its coverage area. 


Lancaster, Pa. 

NBC and CBS 

Clair McCollough, Pres. 

Representative: The MEEKER Company, Inc. New York • Chicago • Los Angeles • San Francisco 
6 SPONSOR • 31 JULY 1961 

Latest tv and 
radio developments of 
the week, briefed 
for busy readers 

31 July 1961 



Tv networks upgrading daytime tv for fall with news 
strips and women's service shows; news for teenager 

The push to invigorate daytime tv 
is on. 

Each of the networks is amidst a 
massive expansion of news during 
the daylight hours. 

Although punch and counterpunch 
are seen as one or another strives 
to improve its pre-6 p.m. position 
for fall, the overall effect is this: 
industry-wide programing "rehabili- 
tation" for daytime tv. 

To date, alphabetically, the net- 
works did this: ABC TV brought in 
Tennessee Ernie to show its serious- 
ness about daytime entertainment. 
NBC TV gave Today over to its news 
department. And CBS TV put its 
news department through a massive 

This week and against this back- 
ground the networks began a push 
that one agencyman termed "news 

CBS TV and ABC TV were off on 
3 spree to stud daytime tv with 
news strips: five minute strips, quar- 
er-hours, and half-hours, too. 
There was a new feeling in the 
air, too, on the 
matter of sta- 
tion accept- 
ance. It was 
expected that 
even unsold 
news p ro- 
grams would 
have few 
oubles. The recent activity of the 

Robert E. Lang 

FCC was affecting an immediate 
change in program balance. 

Ideas dormant for years were all 
at once being reconsidered. Pro- 
gram formats abandoned as unsuc- 
cessful years ago, that had grown 
dusty on the shelf were being made 
clean as new. 

At CBS TV, for instance, I Love 
Lucy was to be taken out — reported- 
ly at Paley's personal insistence — 
and the 10-10:30 a.m. time period 
turned over to CBS News to produce 
a new half-hour women's news and 
service show. 

Tentative title of this show is 
Calendar, and insiders hint it will be 
reminiscent of a format tried years 
ago as Home, now being revived on 
a different chain. 

That isn't all at CBS News. Rob- 
ert E. Lang is giving up his admin- 
istrative duties to go into news 
sales, retaining his v. p. stripe. The 
possible repercussions of CBS News' 
assumption of its own sales func- 
tions are causing agency people to 
sit up and take notice. 

CBS News is putting two five- 
minute strips into daytime tv. One 
at 3:55 p.m. is reported sold to 
Frigidaire. There's another strip at 
11:55 a.m. 

Educational tv is also getting a 
daytime berth on CBS TV: the 1-1:30 
p.m. slot will open for College of 
the Air. 

The only news cutback in CBS 

(Continued on page 8, col. 2) 


Lawyers for the National 
Football League have appealed 
the invalidation of the NFL- 
CBS TV contract now held to 
be counter to anti-trust laws. 

Their argument is that simi- 
lar sports tv contracts have not 
been challenged. 

The NFL asked that the ban 
be suspended until 31 Decem- 
ber, during the first of its two 
year term. 

Previous contracts were be- 
tween NFL teams and either 

NBC TV had Baltimore and 
Pittsburgh, and CBS TV had 
the rest. The challenged con- 
tract gave CBS TV the entire 

NBC TV salesmen have been 
out selling two teams in expec- 
tation of recovering previous 

CBS had already sold quar- 
ters to Ford. Marlboro and 

Helene Curtis $3 mil. may 
go into NBC TV nighttime 

Helene Curtis, one of the very few 
sizeable spenders that have yet to 
commit themselves for the fall, looks 
as though it's going NBC TV. 

The involvement will be alternate 
nighttime minutes in five or six 
different program series. 

Last year Curtis' expenditure in 
network tv came to around $3 mil- 


31 july 1961 

3i July 1961/SP0NS0R-WEEK 


Harold H. Webber, v.p. and direc- 
tor of Cowles Magazines and Broad- 
casting, has been elected to con- 
sumer relations v.p. of Lever Bros. 
He joins the company on 15 Aug- 
ust, and Hen- 
ry Schachte 
moves up 
from execu- 
tive v.p. and 
director to 
join Unilever 
Limited in 
London as a 
member of 
the management committee. 

Harold H. Webber 

N'western symposium 

(Chicago): FCC chairman Newton 
Minow, NAB president LeRoy Col- 
lins, and industry figures including 
Clair McCollough, Sig Mickelson, 
Sol Taishoff, Fairfax Cone, and 
Ward Quaal will participate in a 
symposium at Northwestern Univer- 
sity on 3-4 August. 

The two-day event, sponsored by 
NU law school, is "National Sym- 
posium on Freedom and Responsi- 
bility in Broadcasting," and chair- 
man is J. Leonard Reinsch, execu- 
tive director of Cox broadcasting 

Talks and question periods will 
be open to the public. 

NBC Radio's $1.2 mil. 

New business and renewals for 
NBC Radio network during the 
month ending July 19 were worth 
$1,245,098, says v.p. and general 
manager George A. Graham Jr. 

New orders were from Mogen 
David, Evinrude, Curtis, Du Pont, 
Reader's Digest, Standard Brands, 
Philip Morris, and Bristol-Myers. 

R. J. Reynolds, the Evangelical 
Foundation, Sterling Drug, and P. 
Lorillard signed renewals. 

(Continued from page 7, col. 2) 
TV daytime for fall is the 8 a.m. 
show. Fifteen minutes will be ab- 
sorbed by Captain Kangaroo. 

An agency that inquired at CBS 
TV sales on the 10-10:30 a.m. strip 
drew this blank on new policies: "We 
don't know. It's the news depart- 
ment's baby and we're waiting to 

But there was the impression that 
commercials in Calendar, if sold as 
participations, would be handled 
quite differently than games, soaps, 
and re-runs. 

ABC TV was also jumping into 
heavier daytime news. There'll be, 
at 5 p.m., the first daily news show 
slanted at teen agers. It will be 
thirty minutes. Of three newsmen 
already picked by ABC TV, the eld- 
est is only 25. 

Title of this new 5-5:30 p.m. strip 
is Discovery. Show starts 2 October 
with Jules Power as executive pro- 
ducer, announced ABC TV daytime 
v.p. Giraud Chester. This show pre- 
viously had the tentative title Peri- 

Midday Report will be back at 
1:25 p.m. 

Yet another brand new develop- 
ment ABC TV may try is business 
news. American Business Briefing 
is in blueprint for around noon 
Sundays. Show is to be packaged 
live by Screen Gems. Later Sunday 
come Adlai Stevenson and Editor's 
Choice, probably alternating at 3 
p.m. until the football season ends. 

By the way, ABC's 6 p.m. news 
strip is now set to Squibb (Donahue 
& Coe). 

At NBC TV no news program de- 
velopment this week could compare 
with the recent assignment of To- 
day to the news production staff. 

But NBC TV was also getting into 
news for teen agers, although only 
on weekends. Update is title of 
show for 12-12:30 p.m. Saturday, and 
"1, 2, 3, Go" — the new season's most 
unlikely title so far — will be a pub- 
lic affairs world travel show for 
younger viewers 6:30 p.m. Sundays. 


Two more sales managers for ABC 
TV National Station Sales have been 
appointed by president Theodore 
They are: Harrison E. Mulford, Jr., 
eastern sales 
manager, and 
John A. Mc- 
Elfresh, Chi- 
cago sales 

M u I ford 
goes to ABC 
TV NSS from 
NBC where he 
was account executive in NBC Spot [I 
Sales from 1955 to 1960 and a net- 
work sales executive since then. 

He was previously associated with 
H-R, Crosley, 
and WPIX, 
New York. 

John A. Mc- 
Elfresh joins 
NSS from 
CBS Spot 
Sales Chicago 
and New York 
offices. Be- 

Harrison E. Mulford 

John A. McElfres 

tween 1953 and 1959 he was a sales 
representative for WCAU-TV, CBS 
o&o in Philadelphia. 

What's in a name? Ask 
Fred Niles Communication 
Centers of Chicago & H'wood 

(Chicago): The Fred Niles organ- 
ization will bear a new name on 1 
August which will reflect its widened 

The Fred Niles Communication 
Centers of Chicago and Hollywood 
is the new name, intended to be 

Niles is doing a lot more besides 
film production, which accounts for 
60% of his volume. Audio-visual 
materials, such as tv commercials, 
are but one part of his business 
programs, Niles pointed out. 


SPONSOR • 31 JULY 1961 

a statement of 



(Television in Western New England) 
by William L. Putnam 


Some four years or so ago at our stations we 
started to broadcast editorials. We put them on 
. . . not on a regular basis for we weren't quite 
sure how to do these things and besides plain 
ordinary economics inhibit our ability to some 
degree. However, we sensed the increasing need 
in our community for some such method of ex- 
pressing opinion that offered some balance to 
that of the large group-owned newspaper and 
broadcasting combine with which our area is 
endowed. From the outset we found that the 
good people of our community respected and 
appreciated our efforts. 

Not everyone within our community reacted 
with ebullient enthusiasm. As a matter of fact 
I guess we've got the only Mayor in captivity 
who is worried when his name is mentioned on 
television. He has found that we don't always 
feel obliged to be complimentary. 

People often ask if we get results. Other 
broadcasters inquire if we have problems doing 
these editorials. To both questions the answer 
is affirmative. Anyone who is going to do any 
crusading takes a licking and we have had all 

kinds of pressure applied to us. For example 
when we pointed out last January how the city 
payroll was padded, our Mayor, of course, 
denied it but the road to our station wasn't 
plowed for the rest of the winter. Only a month 
later the Mayor had to announce that 587 jobs 
were being cut from the 1961 budget in the two 
departments we said were padded and a little 
later he announced our station should be closed 
down because it wasn't operating in the public 

We have wondered out loud regarding this 
concept of the public interest. Occasionally we 
take this sort of licking but we have fun and all 
responsible figures of the community are be- 
hind us, not just with kind words but with that 
most important of all commodities their adver- 
tising dollar. We receive 90 r c of the dollar 
volume of television business in our community 
and we are grateful for this support, but we also 
believe it due in large part to our efforts to im- 
prove the communities we are licensed to -erve. 

Represented nationally by HOLLINCBERY 


31 july 1961 


mmi is 

different from 
os Angeles . . . 0^ 

and because people are different in different markets . . . Storer programming is different! We put together a flexible format 
to fit the needs of the community . . . making it local in every respect. That's why Storer Stations are liked, watched and 
listened to— why they rate high in the 9 key markets where they are located*. Local programming— quality-controlled - 
assures you the best is being presented. You know you've made the right buy when you buy a Storer Station. Storer 
representatives have up-to-the-minute availabilities at their fingertips. Important Stations in Important Markets. 

*WGBS rates number 1 in Miami. KGBS blankets Southern California ivith 50,000 watts. 



















31 july 1961 

3i July 1961 SPONSOR-WEEK 




There's apparently no truth in the 
rumor that Gulf took its tire, battery, 
and antifreeze advertising from 
Y&R to EWR&R to punish the former 
for its pitch at Texaco. 

The Gulf t-b-a business amounts 
actually to no more than $500,000. 

It was reported resigned by Y&R 
because of an account conflict with 

Y&R already handles the tire, bat- 
tery, and antifreeze business of 
Goodyear, and having the conflict 
with Gulf products resigned the 

Kocour is Simoniz ad dir. 

New director of advertising at 
Simoniz is Max G. Kocour, succeed- 
ing J. M. Tyson, who has moved up 
as sales v. p. 

Kocour was 
with Y&R, 
N.W. Ayer, and 
N.L.&B., and 
before enter- 
ing the adver- 
t i s i n g field 
was with 
Pi I Isbury for eight years. 

Max G. Kocour 

Nielsen gives July top tens 

Eight network tv shows ranked 
among the top ten in both total and 
average audience in the first July 
Nielsen report. 
Ranked by average audience, the 
Ijshows are Gunsmoke, Andy Griffith, 
i .What's My Line, Garry Moore (both 
half hours) Have Gun, Will Travel, 
3andid Camera, and The Untouch- 

Red Skelton and My Three Sons 
vere among the top ten in average 
ludience but not in total audience, 
vhile Wagon Train and 77 Sunset 
itrip hit the top ten in TA but not 

Beth Black, C&A 
Timebuyer to D&C 

Elizabeth Black, regarded as 
one of the pioneer timebu\crs. 
will be among the people mi- 
grating from Cohen & Aleshire 
over to Donahue & Coe as a 
result of the merger of the two 

C&A's other timebin ei . Rob- 
ert Turner, is also going to 

Incidentally Miss Black was 
one of the top femme three- 
some back in the 30's and 40"s, 
the other two members being 
Reggie Schuebel, then at Biow, 
and Linnea Nelson, now retired 
but who spent practically all 
her career at JWT. 



(Detroit): The Station Representa- 
tives Association has established a 
Detroit chapter and its first local 
president will be Charles Fritz, man- 
ager of John Blair there. 

Other officers elected for 1961-62 
in the newly established chapter 
are: v. p. William W. Bryan, who is 
v.p. and manager of PGW in Detroit; 
secretary Robert D. Cook, tv ac- 
count executive of Katz Agency's 
Detroit office, and treasurer William 
E. Morgan, manager of the Detroit 
office of Adam Young. 

The Detroit chapter of SRA will 
develop research and sales presen- 
tations for spot radio and tv and 
deal with local problems in the air 

Operation of the chapter will be 
similar to the one launched in Chi- 
cago four years ago. Monthly lunch- 
eons, to be held at the Detroit Uni- 
versity Club, start in September. 

Louis H. Avery, SRA president, ex- 
pects a great deal to be accom- 
plished in Detroit for spot radio and 
tv sales by a concentrated effort of 
SRA members there. 


CBS Television Stations National 
Sales has put four account execu- 
tives on its New York staff. 

They are: William Beindorf, J. 
Robert Cole, Kenneth M. Johnson, 
and Briggs S. Palmer. 

Beindorf comes from WCBS TV, 
Cole from KNXT, Johnson from Mc- 
Gavren TV, and Palmer from HR&P. 

New Storer managers: 
McKenny at WSPD-TV; Lloyd 
in programs Western div. 

Two executives were hired at 
Storer Division this week in the 
wake of the formation of Storer Pro- 

Keith T. McKenny has been hired 
as managing director of WSPD-TV, 
Toledo. He 
was former 
sales manager 
of WJBK-TV, 
Detroit. He 
succeeds Joe 
Evans, who 
was recently 
general man- Keith T. McKenny 
ager of Storer Programs. 

Howard Lloyd has been named by 
Storer Programs to manage its West- 
ern States division. He was sales 
v.p. of Graphics International and 
before that was with NBC Films. 

WTFM, N.Y. rushes into stereo 

WTFM is striving to become the 
first multiplex stereo station to 
broadcast in New York City. 

The new station, equipped with 
the new RCA stereo console, is aim- 
ing for a start of operations in Sep- 

Owned by Friendly Frost Broad- 
cast Division, station is to include 
merchandising facilities, and will be 
under supervision of David H. Pol- 


31 july 1961 

More SPONSOR-WEEK continued on page 60 







L*V° r J 






The show that started it all and is still 
the best of them all— Peter Cunn, the 
private eye with an ivy league profile and 
a sophisticated approach to danger— urbane 
story lines and some of the most fabulous 
jazz of our time by the great Henry Mancini. 
After three swingin' years on NBC and ABC- 
sponsored by national advertisers— now 
available for syndication! Call, wire or write . 
the audience is pre-sold coast to coast. 
Created and produced by Blake Edwards. 


724 FIFTH AVENUE, NEW YORK 19, N. Y, PLAZA 7-0100 

with facts 
and figures 
that every 
buyer will 


a terrific ad- buy 

by John E. McMillin 


Wise words from Harry Harding 

Recently, I've been remembering more and 
more vividly a speech I heard at the April meet- 
ing of the 4As at White Sulphur Springs. 

It was delivered by Harry Harding, exec. v.p. 
of Young & Rubicam, and contained these meaty 
lines: "America happens to have the world's larg- 
est communications network. America happens 
to have a constitutional guarantee of free speech. 
America happens to have the best informed and the most accurately 
informed public in the world. And America happens to have the 
largest advertising investment in the world. These facts are not 
mere coincidence." 

How few of us in broadcasting or in advertising ever manage to 
think in these terms! 

That, I believe, is what makes the Harding viewpoint so uniquely 
important at a time when everyone and his infant brother — Chair- 
man Minow and assorted Harvard professors, and witnesses before 
the Dodd Committee and at the FCC hearings — have been taking 
roundhouse swipes at our business. 

Harding has seen the whole problem in perspective — not as a 
question of whether the Untouchables has too much violence, or 40 
seconds is too long for a chain break, or whether some poor misbe- 
gotten station manager should have his license revoked for carry- 
ing 3.1% of his schedule in public service, rather than the 4.4% he 

No, the Y&R executive has wisely focussed attention on the total 
picture — the overall merit of our American system of free, competi- 
tive, advertiser-supported mass media. 

This is a dreadfully neglected point. And yet it can give us a 
far sounder basis for confronting and challenging our critics than 
the arguments we usually employ. 

Understanding our mass media system 

Actually one of the reasons why we are so consistently creamed 
by the shouts, shrieks, and hollers of our detractors is that we in 
the mass media are so violently, even hopelessly divided. 

Within our own family we find advertisers sneering at broad- 
casters, stations sneering at newspapers, agencies sneering at sta- 
tions, magazines sneering at television, program people sneering at 
salesmen, editors sneering at advertising departments, and every one 
freely conceding that his own part in the communications industry 
is cleaner, purer, nobler, more important than someone else's. 

All of which makes it just great for every fanatic philosopher 
and eager-beaver bureaucrat who wants to take a poke at us. 

They can always pick up adherents from our own ranks. 

And such intramural divisions not only give comfort to the enemy, 
[Please turn to page 48) 



31 july 1961 

read any good bOOkS lately? If you're planning a Detroit radio schedule 
for fall, this one is for you! 

"The Total Story" shows what WWJ means by "Total Radio," gives you a buyer's-eye 
/iew of WWJ's imaginative programming which ranges from popular music to symphony 
concerts, from play-by-play sportscasts to lively talk on the "Hour of Information" and 
"Phone-Opinion." And for good measure, there's a WWJ coverage map which shows at a 
glance the big, prosperous area served by Detroit's basic station. 

You'll agree that "The Total Story" makes good sense, that "Total Radio" means greater 
mpact on listeners, more attention to your sales message. If you don't have a copy, or if 
/ou'd like extras, just phone your PGW Colonel or write the station. 

1 Af lAf | AM and FM 


Detroit's Basic Radio Station 



31 july 1961 

49th and 

We stand corrected 

We note that you used a story about 
our station in your issue of 10 July, 
and stated that Martin Giaimo had 
been appointed manager of WNEM- 
TV, which serves Flint, Saginaw, and 
Bay City. Mich. This was incorrect. 

Mr. Giaimo has been appointed 
manager of the Flint operations of 
WNEM-TV, Channel 5, and will be 
based at our offices in Flint, Mich., 
at Bishop Airport. Tom Matthews is 
still station manager of WNEM-TV. 

Also, recognizing that your fine 
magazine is always interested in 
maintaining complete accuracy, I call 
your attention to page 73 of the 12 
June issue, where you list a group of 

markets and ratings under the head- 
ing "CBS Films' Deputy Dawg scored 
these time period victories in March 
and April." I do not quarrel with 
the 22.4 Nielsen rating attributed to 
Deputy Dawg in the Saginaw-Bay City 
market, but I do quarrel with the 
classification that this is a "time peri- 
od victory." To the contrary, a 
check of that March Nielsen will 
show that WNEM-TV's Highway Pa- 
trol outrated the first 15-minutes of 
Deputy Dawg, and the Huntley-Brink- 
ley newscast racked up a 31.6 to 
Deputy Dawg's 20.7 in the second 15- 
minutes. It terms of homes delivered, 
Highway Patrol showed 170% of 
Deputy Dawg's homes in the first 15 


(embracing industrial, progressive North Louisiana, South Arkansas, 
West Mississippi) 


Population 1,520,100 

Households 423,600 

Consumer Spendable Income 

Food Sales $ 300,486,000 


According to March, 1961 ARB we average 71.7% share of audience from 
9 a.m. to midnight, 7 days a week in Monroe metropolitan trade area. 


Drug Sales 
Automotive Sales 
General Merchandise 
Total Retail Sales 

$ 40,355,000 
$ 299,539,000 
$ 148,789,000 


Channel 8 
Monroe, Louisiana 

The only commercial TV station licensed to 

Photo: The Johns-Manville Products Corporation plant located at Natchez, Mississippi, manu- 
facturing insulating board and hardboard products from wood fibre. 


A James A. Noe Station 

Represented by 

H-R Television, Inc. 

minutes, and Huntley-Brinkley news- 
cast showed 191% victory in homes 
over the second half of Deputy Dawg. 
Clearly this was not a "time period 

Edward W. Westcott 
manager, New York office 
Gerity Broadcasting Co. 

Yugoslavian commercial tv needs help 

On a recent trip to Europe, I spent 
some time in Belgrade, Yugoslavia, 
where I had an opportunity to talk 
with officials of their newly begun 
television industry. To my surprise, 
I found the Yugoslavs very interested 
in commercial tv, as an aid to their 
economy, which is just starting to get 
off the ground. As you probably 
know, Yugoslavia, though a commu- 
nist nation, is relatively friendly to 
the United States. What's more, they 
are becoming increasingly receptive 
to free enterprise methods. During 
our conversation, their tv people ex- 
pressed a great desire for guidance 
by Americans in the development of 
their commercial tv structure. Pleased 
and stimulated by this unexpected 
opportunity to participate in the im- 
provement of relations between the 
United States and Yugoslavia, I as- 
sured them that I and my fellow ad 
men would be happy to help, pri- 
marily through a continuing corre- 
spondence, in which we would try to 
answer whatever questions they might 
raise. In addition to this, however, it 
would seem valuable to provide the 
Yugoslavs with pertinent books and 
magazines dealing with tv matters. 
And this leads to the main point of 
my letter, which is to ask if you 
would be willing to donate a sub- 
scription to sponsor Magazine. 

If so, the addressee would be Mr. 
Nenad A. Petrovic, Radio-Television, 
Belgrade, Yugoslavia. 

I'm sure it will interest you to 
know that this project has been 
cleared with, and has the approval 
of, the United States Information 
Agency. I have written Mr. Edward 
R. Murrow about it and, at his sug- 
gestion, am sending copies of all 
correspondence to Mr. Romney T 
Wheeler, director of USIA. 

Fred Lounsberry 
tv-radio department 
Campbell-Ewald Co. 

• SPONSOR is happy to comply with Mr. Louns- 
berry's fine suggestion. If other readers are interested 
in this project we recommend they contact Mr. Louns- 
berry for further Information. 



31 july 1961 


DEI flAIPC TH AM UD OA I COM AM During the past year HR salesmen rolled up 
DCLUIlllO lU Mil nit DHLtOlVIHPI m0 re than 400,000 air miles visiting HR 
radio and television stations. HR salesmen take planned station trips every year, so that all HR salesmen visit 
all HR stations. These travel schedules are carefully planned by HR management far in advance and on a com- 
prehensive company-wide basis. Because of HR's LIMITED STATION LIST each salesman thoroughly learns all 
the facts about EACH station he represents. When an HR salesman says: "I was there, I know," you can be sure 
he was and does. 

SPONSOR • 31 JULY 1961 


ending : 

for the week ending July 16, out of 51 eve- 
ning half hours, ABC-TV scored as follows:* 








ending : 

for the same period, in the same evening 
half hours, Nets Y& Z followed as follows:* 






Net Z 



As meaningful as the numbers themselves, is where they were tallied. Namely, the most significant 
of all TV areas — the markets where the watchers can watch all 3 networks. This could be the 
reason so much smart money is riding with ABC these days. The odds are definitely on your side. 

ABC Television 

*Source: Nielsen 24 Market TV Report, week 
ending July 16, 1961. Average audience, Mon. 
thru Sat., 7:30-11 PM; Sun., 6:30-11 PM. 

18 SPONSOR • 31 JlrLY 1961 

Interpretation and commentary 
on most significant tv/radio 
and marketing news of the week 


31 JULY 1961 

Copyright 1961 



Predictions are a dime a dozen, but here's one that some agencymen with enor- 
mous stakes in tv contend has ample substance for inevitability. 

And their prediction is this: before the 1961-62 season gets rolling far network man- 
agements will begin to ask themselves whether they had been wise in granting the 
accountants so much authority over the showmen in the organization and letting 
them denude the programing department of creative personnel. 

These agencymen concede that some form of budgetary control is necessary but are quick 
to add that wherein the business has weakened itself is in permitting the figure boys to 
constrain the "show doctors" from effectively working together with the more im- 
aginative segment of freelance program suppliers. 

In other words, creative talent talks a language that's hard for the ledger guardian to 
understand and the time comes when any branch of the entertainment industry must 
make a choice, as happened not so many years back in the motion picture business. 

National spot radio will have some action next month from at least one auto- 
motive: Standard Triumph (DCS&S) starts then an eight-week flight for its line, 
mostly in traffic time. 

Another account that takes off in August is Blue Bonnet (Bates). The first four weeks' 
schedule will be heavy and the subsequent nine somewhat light. 

Note: Cadbury chocolates is inquiring among radio stations for basic informa- 
tion via Guild, B&B, as the preliminary to testing the medium in the fall. 

Now that the Humble Oil advertising department is moving to Houston and 
McCann-Erickson is beefing up the Humble supervision group in that city, the 
question remains as to whether the media buying for Esso will also be transferred 
to Houston. 

Humble ad manager Bob Gray, who with his assistant, Tom Wilson, takes up residence 
in Houston at the end of August, last week told SPONSOR-SCOPE that the buying-point 
matter is being left to the agency's discretion. (Esso spends around $3 million.) 

If buying out of New York spells efficiency, it's alright with him, even though the deci- 
sions in every respect will have to come out of Houston. 

Should the buying on Esso be switched to Houston, it might not prove much of an 
inconvenience for the reps. They could service it out of their Dallas offices. 

Incidentally, NBC TV has been pitching hard with public affairs programs at Humble. 
Gray's answer: Humble is not ready for network, since it's not really national as yet. 

Gum and chop suey may strike you as strange mixture, but for Chicago reps 
and a lot of radio stations they spell doing business away from the rate card. 

The specific connection between gum and chop suey : Like Wrigley had maneuvered be- 
fore it, Chun King (BBDO Minneapolis) is on a bonus spit kick — asking for two free 
spots a week for each of the planned 10-week schedules. 

The plot is to use up the 20 bonus spots during the week of 17 December when the 
commercials will urge a menu of chop suey instead of turkey for Christmas dinner. 

Chun King's angle on the bonus spots: they're acceptable in lieu of station mer- 
chandising (the usual letters to the trade, displays, etc.). 

Radio people's attitude: while the medium deeply appreciates Chun King's business, 
this kind of wheeling and dealing can be hurtful to radio, since a user can never be 
certain whether somebody else got a better buy. 


31 july 1961 



SPONSOR-SCOPE continued 

One thing that the media department at Compton isn't doing about the 40- 
second chainbreak spot is discouraging the creative department from experiment- 
ing with commercials of that length. 

The suggestion passed onto the commercial gentry: if the 40s are what you'd like 
and they're okay with the client, media will spot them around where the efficiency justi- 
fies their use. 

New national spot tv business took on a little spark the past week, particularly 
among the foods. 

Availability quests included General Mills' Betty Crocker cakemix (BBDO), day and 
night minutes; Royal Desserts (Bates), day and night minutes, eight weeks, starting 18 Sep- 
tember; Blue Bonnet Margarine (Bates), minutes, 20's, 13 weeks, as of 28 August; General 
Food's Yuban and Maxwell House Instant (B&B), 20's and I.D.'s. 

Alka Seltzer (Wade) is lining up night prime minutes for 17 September start. 

For tv network affiliates the prospects moneywise during the 1961-62 season 
aren't of a nature to inspire much jubilation. 

In random conversations with station operators SPONSOR-SCOPE has gathered the im- 
pression that their lot is becoming increasingly complicated and worrisome. 
Among the things that are giving them concern: 

• The fact that the networks are loaded with unsold segments of nighttime par- 
ticipation programs — all of which they must carry nevertheless — forecasting a further 
reduction in revenue from the networks. 

• Whereas the fall outlook for spot is quite promising, the tv station's competitive status 
has undergone a considerable change. It must learn to sell against other hard-press- 
ing media, like magazine regionals and radio, and gear itself for better salesmen and 
sales promotion. 

• How to adjust the pressure from the FCC for more public service progaming to 
the station's fixed cost, not to mention the various creeping expenses. 

Robet Hall Clothes (Arkright) may have found a way to soften the big hike in 
SAG's wild spot code: it plans to go back to tv, if only in a limited way, as part of its 
August-September promotion. 

Last spring Hall pulled out of tv altogether, explaining that it couldn't carry the added 
load in commercial costs entailed in the new SAG terms. 

As usual, the Hall flights — a bigger one comes in October — will make use of over 300 
radio stations. 

If you've wondered how come P&G, in contrast with its competitors, is able to 
steer an even and stable course on media policy over the year, it's because it oper- 
ates along the lines of a firmly grooved procedural system. 

Room is left for tactical decisions, but no move is ever made that obscures the planned 
out strategy that is the hallmark of a P&G campaign. 
The grand pattern that governs P&G media control: 

• Before any one at the brand or agency level may embark on piece of media strategy, 
the P&G management demands that it be furnished a clear cut statement of ob- 

• The statement must stipulate what basic network and spot schedules it has in mind. 

• If the statement meets with management's approval, that becomes the strategy that 
must be followed. It can't be changed, unless approval is forthcoming, and that is some- 
thing that with few exceptions is hard to get. 

In sum, by setting the mold, changes from month to month are stymied, and no 
element of confusion can enter the picture as the camapign seeks its objective. 

20 SPONSOR • 31 JULY 1961 





1 (2%) 


3 (10%) 


4 (3.8%) 


SPONSOR-SCOPE continued 

If you as an agency are asked by a client what the ratio of film to live will be 
for the regularly scheduled nighttime program on the tv networks this fall, tell 
him it will run well over 80% for film. 

The ratios by individual network will break down thus: 


ABC TV 32(91%) 3(9%) 

CBS TV 30(77%) 8(21%) 

NBC TV 23(77%) 4(13%) 

Grand Total 85(81.8%) 15(14.4%) 

Note: In terms of hours the ratio comes out pretty much the same. There will be 61 
hours of all film as against 12^2 hours of all live or tape and 3 hours of live & film. 

Six fall advertisers on the Roaring 20s had to make a fast decision with re- 
gard to the network's plan to pre-empt the Saturday night spot 23 and 30 Septem- 
ber for the two installments of the Desilu special, the Assassination Plot at Teheran. 

The Roaring 20s advertisers were advised they could participate in the special and at the 
same price, but they would have to decide within 24 hours. For a couple of them it en- 
tailed some debate, since they had already committed themselves to trade promotion and 
advertising in connection with the regularly scheduled series. 

Purported reason for ABC TV rushing to get the special on at time: an international 
guess is that a summit meeting will break around that time as the climax to the 
Berlin crisis and that the tv relation of the plot on the lives of Roosevelt, Churchill 
and Stalin will have most timely significance and attract an abnormally large audi- 

Note: Because of comment by some of the admen involved in the pre-emption, the teaser 
in the opening installment will likely be changed ; they thought its violence could stand 
toning down. 

NBC TV has sold one that doesn't start until February: a scatter plan to Sun- 
sweet Growers (Long) which will run five weeks and cost aound $150,000. 

It's Sunsweet's first venture in the medium, having stuck previously to magazines. 
The scatter plan involves nine different nighttime shows, with the objective mainly 
merchandising to the jobber and retail trade. 

Henry Schachte's absorption into Unilever (see SPONSOR WEEK page 8 for de- 
tails) came as no particular surprise to that combine's U. S. overseas competitors. 

Sponsor-Scope's 3 July issue notes the factors leading up to the Unilever move. 

ABC TV is exhibiting charts showing that during the week ending 15 January 
1961 it dominated in share of audience (1) in the country's bigger counties and 
(2) among household heads in the age groups running from under 40 and between 
40-54 years. 

The breakdown of nighttime network shares of hour by county size: 


"A" 41% 32% 27% 

"B" 35% 33% 32% 

"C" 30% 38% 32% 

"D" 29% 38% 33% 

Network share of hours viewed by age of head of house: 


Under 40 41% 31' 28% 

40-54 years 37% 35% 28% 

55 years & over 29% 38% 33% 

PONSOR • 31 JULY 1961 21 

SPONSOR-SCOPE continued 

ABC TV's scheduling of an Ernie Ford strip in 1962 may have given daytime 
programing the shot in the arm that sector of the medium has needed, as far as 
generating excitement among agency people is concerned. 

The reaction along Madison Avenue : now if the other networks also start scheduling some 
authentic personalities primed to carry the show and capable of doing the sell, we'll have 
something special to talk about to clients, instead of just cheap minutes, scatter 
plans and added discounts. 

A representative of FCC chairman Newton Minow has been visiting key agency 
tv v.p.s ostensibly to exchange viewpoints about program quality, network control, 

One observation made by this Minow delegate has had to do with the dimensions of the 
profits garnered by tv stations, leaving the impressions that they have been running as high 
as 200 and 300%. 

The other side of this particular coin may be found in a report just issued by the NAB 
Department of Broadcast Personnel and Economics. 

According to this report, the profit of a typical tv station rose from 14.3% in 1959 to 
15.4% last year. 

Incidentally, in radio, the typical rise, before federal taxes, was from 7.6% to 7.7%. 

Deemed by some timebuyers as the tightest spot tv markets for the fall are 
Dallas-Fort Worth and San Francisco, each with four stations, incidentally. 

One agency executive reported last week that he found himself badly stymied in trying to 
place a campaign involving $5,000 a week for each of these markets. There wasn't enough 
prime time. 

CBS TV apparently isn't going to let ABC TV monopolize the new "hot" pres- 
entation route for long: it has an elaborate one of its own coming up soon. 

However, CBS TV is closely guarding the presentation's thesis and bases. 

ABC TV last week put on the agency-to-agency rollers the first part of a Nielsen- 
researched study which matches the profile of the audience to the product purchase 
profile network by network. 

The focus is on the cigarette field and the presentation seeks to demonstrate that ABC 
TV's major share of younger household heads has marked relationship to the pur- 
chase of the various types of cigarettes. 

Campbell-Mithun evidently makes it a practice of touring the timebuyer on 
Northwest Orient Airlines to see what the competition is doing in the same mar- 
kets before confirming that client's new spot schedules. 

Ben Leighton, Northwest buyer, just spent a week in New York and the rest of his 
itinerary includes Chicago, Miami, Seattle. 

Which brings up a major marketing problem for the major jet lines: they've got a 
minimum of 100 seats to sell with each trip and getting those seats filled, with or with- 
out competition, requires a steady flow of different sales promotions. 

Mars, Inc., is taking a tack on a Halloween special on ABC TV (19 October) 
that might be adopted by advertisers in other fields. 

One of the commercials in the hour show will be a strictly institutional pitch on 

candy per se — aimed as a contribution to the confection industry. 

The commercial will be made available by Mars afterwards to the candy trade for like 
tv use. 

For other news coverage in this issue: see Sponsor- Week, page 7; Sponsor 
Week Wrap-Up, page 60; Washington Week, page 55; sponsor Hears, page 58; Tv and Ra- 
dio Newsmakers, page 68; and Film-Scope, page 56. 

22 sponsor • 31 JULY 1961 







Albany - Tallahassee • Dothan - Panama City 



One buy, one bill, one clearance delivers four market areas with a com- 
bined population of 1,230,700 and 211,290 TV Homes! WALB-TV and 
WJHG-TV dominate this area! 


Delivers 82,990 More TV Homes 
Than The Nearest Competitor! 
Raymond E. Carow, General Manager 

Represented nationally by Venard, Rintoul, McConnell, Inc. 
In the South by James S. Ayers Company 

)NSOR • 31 JULY 1961 



on SCOTCH® BRAND Live-Action Video Tape! 

Today your TV commercials on "Scotch" Brand Video Tape 
can reach the TV families in 126 top market areas . . . over 
90% of the potential market for any product! In the 1960-61 
season, "live-action" taped commercials have sold successfully 
in practically every product category, e.g., foods, coffee, beer, 
toothpaste, cosmetics, soaps and cleansers, automobiles, gaso- 
line, appliances, etc. 

Network and spot coverage are both excellent. The three 
major networks have complete tape facilities that enable your 
message to reach every TV family within range of a net's 150 to 
200 affiliated stations. Spot coverage is virtually national and 
grows every day. All stations equipped for tape, located in major 
cities from coast to coast, will deliver your video-taped commer- 
cial. Altogether they cover more than 90% of all TV homes on 

either a regional or national campaign basis. 
Today's trend to tape and resulting volume of use 1 
reduced the cost of "Scotch" Brand Video Tape significan 
since its introduction, and has lowered the cost of making du 
cate prints. Also, many "extras" such as station charges 
roll-in or playback of tape have been virtually eliminated. 
Any way you look at it . . . the comprehensive marl 
coverage, the superior picture quality, the production advantaj 
such as immediate playback and no processing (even for colo 
. . . today's video-taped commercial is a better advertising bi 
than ever! Why not ask your local video tape producer to hid j 
vour next storyboard? No cost or obligation. 
\\ rite for free copy of "Techniques of Editing Video Tap< 
to: 3M Company, St. Paul 6, Minn. 






31 JULY 190 



/\ TAPE 

is the shape of 


TV commercials 








ittle Rock 

I Dorado— Monroe, La. 

os Angeles 
an Diego 
an Francisco 



ew Britain 
ew Haven 


ilm Beach 
: ;nsacola — 
Mobile, Ala. 
impa— St. Petersburg 





I nois 
( icago 


Fort Wayne 
South Bend- 




Cedar Rapids— Waterloo 

Des Moines 

Sioux City 


Pittsburg— Joplin, Mo. 


Wichita— Hutchinson 




Baton Rouge 
New Orleans 




Springfield— Holyoke 




Grand Rapids 

Saginaw— Bay City 


St. Paul 




Kansas City 
St. Louis 



New Mexico 


New York 



New York— Newark, 




North Carolina 


Raleigh— Durham 


North Dakota 

Fargo— Valley City 





Oklahoma City 





Lancaster— Harrisburg 


Rhode Island 


South Carolina 



Greenville— Spartanburg 






Beaumont— Port Arthur 

Big Spring 

Dallas-Ft. Worth 




San Antonio 


Wichita Falls 



Salt Lake City 





Seattle— Tacoma 



West Virginia 

Huntington— Charleston 
Oak Hill 



Green Bay 



District of Columbia 


SfcGrowing every day! As this advertisement went to press, the above list was up-to- 
date and aecurate. But by the time you read this, chances are, new YTR stations equipped 
for television recording and playback will have been added. So use this basic list for quick 
reference, but be sure to cheek for any new and additional market coverage that has since 
become available, ("all your local tape producer for t ho latest information! 



3 *»w<« ct 


31 july 1961 


what's the sense 

"Tpil ina 



the Charlotte TV MARKET is First in the Southeast with 651,300 Homes* 

Building a fence around a city makes as much sense as using the 
Standard Metropolitan Statistical Area concept of market evaluation. 

Proving the point: Atlanta and Miami have SMSA populations of 
1,017,188 and 935,047. The Charlotte SMSA population is 272,111 by 

comparison . . . BUT the total Charlotte TV Market is first in the Southeast 
with 651,300 TV Homes.* 
Nailing it down: WBTV delivers 55.3% more TV Homes than Charlotte Station "B."** 













Television Magazine— 1961 

ARB 1960 Coverage Study- 
Average Daily Total Homes Delivered 


Represented Nationally by Television Advertising Tvy^R J Representatives, Inc 


SPONSOR • 31 JULY 1961 


3 1 JULY 1961 



&34 billion industry is bright opportu- 
lity for more radio/tv ad dollars — but 
expansion depends on approaches 

IVIost supermarkets, there are 25,000 from Maine to 
' lalifornia, still regard most radio and television with a 
Jaundiced eye, a sponsor survey revealed last week. 

The supermarket industry spends approximately $200 
lillion a year on advertising. Radio and television, treat- 
I d like victims of halitosis, receive a widow's mite of this 
last advertising expenditure — a lean 10 to 15 r f while 
Ijewspapers derive from 65 to 70%. (Of the two broad- 
est media, radio is clearly the favorite.) 

The rest of the budget is dedicated to general promo- 
tion such as circulars, display posters, direct mail and 

Hope, however, is held for the broadcast industry to 
Ipive more business ultimately from the ever-expanding 
iJipersonically-styled supermarkets of America. 
| What is on the horizon for supermarkets is a vision of 
■ ch vast proportions that it staggers the imagination of 
rt|e American consumer. Empire builders are also fasci- 
Jted with the future mass merchandising possibilities of 
te supermarkets. 

Over $140 million spent 
yearly for 'tombstone' ads 

elebroU Wo,h. n ,io- . KdUn Wilb A Ckcrrr Pic! 

Aussehnun's Sour Pitted 



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>ia>. cV»on 6-79 mur'nt* "~ 4-- 79 »t*»»»«»i — 2--79 
m»n«i miki 4-79- uuira 2 — 49 (AmTmoM 2--1 

Less than $20 million per 
year is spent in radio/tv 

Excellent results with 'image' producing show 
are obtained by 80-store chain sponsoring series 
on thrice-weekly basis over Station WNTA-TV. 
Marie Torre, the N.Y. Herald Tribune column- 
ist, is femcee of 'Women's Club of the Air' 


31 july 1961 

A retail revolution of mammoth 
proportions is predicted by super- 
market industry leaders — a change 
that may turn today's already spec- 
tacular food supermarkets into col- 
ossal discount house enterprises. 

Meanwhile, radio and television, 
according to a survey of nine top 
marketing areas in the United States, 
are doing somewhat better in spot 
business from supermarkets. But in 
many areas the emphasis is still on 
"merchandising" deals — supermar- 
kets latching onto free national 
manufacturers programs in exchange 
for accentuated display space in the 
retail establishments. 

No two supermarket managers, or 
advertising directors, for that mat- 

ter, feel the same way about radio 
or television's effectiveness. Current- 
ly supermarket executives appear to 
be veering toward radio because it is 
regarded as a more flexible medium. 
The charge is made by some super- 
market leaders that tv, in many in- 
stances, is pricing itself out of the 
reach of the supers. 

The video lanes are used, by and 
large, to sell a food store's image 
rather than the price of beef or wa- 

Both A&P and Kroger, it appears, 
presently lean to television. Kroger 
is spending about 12 % of its 1961 
advertising budget on television and 


'o in 


A&P was the top food chain adver- 

tiser on television last year. Its 
gross time billing in 1960 on tv came 
to $1,631,390 compared with Safe-I 
way's $1,454,360 and Kroger's $1,-1 
103,800. A&P has put emphasis on I 
10- and 20-second announcements I 
calling attention, in the main, to its I 
private label and perishable items. 

Southern California supermarkets I 
are concentrating on institutional ] 
messages in tv. In the Cleveland! 
area, ad chiefs of large independent J 
supermarkets as well as the chains! 
are complaining about "the high] 
cost" of tv. "We no sooner open our I 
mouths than we find we have run up I 
a bill equal to that for a big hunk of I 
space in the newspapers," one super- i 
market man complained. 

Growing elegance of supers calls for image-building on radio-tv 

New supermarkets such as these regal palaces— more 
than 2,600 were built last year— call for heavy expendi- 
tures and one way of recouping the large outlays, as 
the broadcasting American industry has made it 


abundantly clear, is through merchandising features 
such as WCBS Radio's 'Housewives' Protective League' 
and WNBC Radio's 'Chain Lightning Plan.' Lorain Faw- 
cett of Allcolor Co. designed these supermarkets 


31 july 1961 

Asked what media they would re- 
tain if they were forced to cut hack 
on their ad budgets, Cleveland super- 
marketers said they would scuttle 
virtually everything hut newspaper 
space. Their major reliance is on the 
Wednesday or Thursday ads in local 
newspapers, it appears, and it will 
take considerable resourcefulness on 
the part of tv and radio salesmen to 
Convince them otherwise. 

In St. Louis, press space comes 
first. On occasion, radio is used be- 
cause of its flexibility and, with sea- 
sonal items, several good success 
stories have been racked up. The 
most effective way to reach the Ne- 
gro market in St. Louis is by way of 
radio. It seems that display space 
in Negro newspapers produce poor 
results when racked up with radio. 
IV in St. Louis, as in some other 
ities, is described as too expensive 
for most supermarkets. 

In Philadelphia, super advertising 

budgets range from even to lO 1 "^ up 

>ver 1960. Kroger's 60 stores in the 

ndianapolis sector, are using tv ex- 

ensively, equalling last year's budg- 

t. Radio and tv budgets were dras- 

ically sliced in Cincinnati last year 

nd evidently most supers there pre- 

er it that way. Kroger is one of the 

w in Cincinnati, it was reported, 

ith increased use of tv and radio. 

1 Seattle, the picture for radio and 

' is brighter this year. Tradewell 

tores, IGA Stores, A&P, Safeway. 

hriftway and Serve-U are among 

le supermarkets making daily use 

f daytime radio and nighttime tv. 

afeway is concentrating on radio 

Dots in the Salt Lake City area as is 

rand Central. 

The radio canvas in the sprawling 
etropolitan area of New York and 
ew Jersey (one of the most corn- 
ex distribution patterns in the 
rtintry with its more than 20.000 
ocery stores including more than 
000 supermarkets) is of a consid- 
iably brighter color for the upcom- 
g months. Co-Ordinated Marketing 
?ency, Inc., one of Gotham's spe- 
ilists in supermarket advertising, 
dicated last week that radio was 
ing to have a more important part 
the radio ad budgets of food stores 
d food makers. Newspapers would 
used for pricing data and radio 
institutional advertising. Safe- 
iy Stores, Daitch-Shopwell and 

Ehlers Coffee contemplate saturated 
radio schedules in the near future. 
Most of these companies, Lester L. 
Wolff, president of the agency, said, 
were heavy in newspapers and 
point-of-sale but had decided to go 
into the broadcast media with more 
impact on this occasion. Radio will 
get twice the amount of business it 
got last year, according to Wolff. 
Tv, however, would not get any 
budget increases this year, he added. 

Perhaps the oldest supermarket 
sponsored program in television is 
Between the Lines on WNTA-TV, 
Newark-New York, now in its 13th 
year and doing what is described as 
a hangup job for Associated Food 
Stores, a cooperative of some 275 
stores in the metropolitan area. It is 
a public service feature, with the 
aforementioned Wolff as moderator, 
and primarily designed to boost the 
Associated Food Stores image rather 
than their prices. The program has 
presented many of the nation's lead- 
ers including President Kennedy and 
Vice President Johnson. Since its 
inception the program has been off 
the air only twice, an unusual record 
in broadcast circles. Wolff said Be- 
tween the Lines costs $2,500 per week 
to produce, time and talent included. 

Another supermarket offering, also 
of public service calibre under the 
Wolff aegis, is the Woman's Club of 
the Air on WNTA-TV, a thrice-week- 
ly program with Marie Torre, TV. Y. 
Herald-Tribune radio-tv columnist, 
as mistress of ceremonies. It is 
sponsored by Daitch-Shopwell. a 
chain of 90 supermarkets in the 
metropolitan area. Daitch-Shopwell 
had gross sales of $91,000,000 in 
1960. Like other supermarket chains, 
it is contemplating additional open- 
ings in the near future. 

Anyone who knows his groceries 
will tell you that the supermarket 
saga is one of the most galvanic and 
spectacular in the historj of retail- 
ing. Supermarket scholars say that 
grocery store self-sen ice was in- 
vented by Clarence Saunders of Pig- 
gly Wiggly fame. It was Saunders 
who face-lifted what the industry de- 
scribes as the "Mom and Pop" t\p<- 
of grocery store, a diminishing ob- 
ject of mauve decade Americana. 
With the disappearance of the gen- 
eral store and the advent of the 
supermarket went the smell of leath- 


'Perhaps it will take color-tv to do 
job' declares Max E. Buck (above) 
NBC v.p. Both Buck and Martin 
Smith (below) partner in the Smith/ 
Greenland agency, decry total lack 
of imagination in supermarket ads 


31 july 1961 

'Radio can be used extremely well 
to transmit personality and image of 
the supermarket," says L. L. Wolff, 
pres., Co-ordinated Marketing Agency 


MITTEE: Chain sales ex- 
ecutives employ modern 
group planning administra- 
tive methods to analyze 
manufacturers' s t a t i s - 
tical finding, make recom- 
mendations for purchases 

Modern day Bazaars 
(Supers) get ribbing 

dedication to consumer comfort creates in- 
genious shopping facilities. Shown here are 
popular "Super Skooters" for speedy traffic 
flow in supermarket aisles 

COMMUNICATION: Latest electronic 
developments foster supermarket-custo- 
mer relationship through transmission of 
relaxing background music (such as 
Storecast "Music to Buy By") 

On its 15th anniversary in the supermarket industry, Storecast, which uses 
fm music, among other concepts to realize maximum sales potential in- 
side the vast food centers, published what it puckishly described as a 
'Supermarket Industry Review.' Storecast, with tongue firmly lodged in 
both cheeks, presented an illustrated lampoon of 'noteworthy develop- 
ments' since the inception of the supermart. It dealt with such themes 
as one-stop shopping communities, frozen food, trading stamps, impulse 
buying, trade associations, and, of course, the subjects depicted above 


er, the feel of calico, and the cracke: I 

The supermarket abolished th<> 
rigged scale, the dirty apron, an< J 
the faded strawhat. Today the su 
permarket is as contemporary as i, j 

But, nonetheless, supermarkets an J 
beset with myriad problems and com J 
plaints. High on the list of indict ; I 
ments against most supermarkets i: | 
the manner of their advertising orJ 
the air and in the newspapers — pari 
ticularly the latter. Supermarket.'! 
have been called more names thai 
the old Brooklyn Dodgers because o:l 
their sledge hammer approach to ad I 

Medieval, primitive, dismal — thes< 
are some of the terms applied to th<| 
"cemetery" or "tombstone" ads o I 
supermarkets in the newspapers. II 
is no secret in advertising circles tha 
many retailers make a whopping I 
profit from the cooperative ads the> I 
place in newspapers. In many in I 
stances they charge the national fooc fl 
manufacturer a national rate for hi I 
"tombstone" plug and in turn pay j 
local rate for the insertion. Coopera 
tive advertising has been describee 
as a swindle, an outrage, but th< 
practice continues and nothing shor 
of a hydrogen bomb will do awaj 
with this setup between manufactur 
er and supermarket. 

Max E. Buck, a vice president o: 
the National Broadcasting Company 
and formerly vice president in charge 
of sales and advertising for Kings 
Super Markets, a 25-unit chain ir 
Northern New Jersey, has constant!) 
called his onetime associates in the 
supermarket business to task foi 
their hackneyed advertising ap 

"Here it is, the miracle of the 
supermarket, a business packed wil 
glamour and human interest an 
emotional appeal," Buck said. "The 
most imaginative way of doing busi- 
ness in all history of retailing — and 
run by the dullest bunch of people 
in the world. Not dull when they 
conceive those marvelous, magnifi- 
cent food palaces. Not dull when 
they dream up exciting services and 
new conveniences for the little lady. 
Not dull when they devise ingenious 
ways of bringing to the home-maker 
the world's food treasures — faster 
{Please turn to page 49) 



31 july 1961 

DELIBERATING on radio strategy are Harry Taxon, gen. mgr., Daitch Shopwell chain, and Hilda 
Morse, account supervisor, Co-ordinated Marketing Agcy. They find institutional copy best for radio 



+ Safeway, Daitch Shopwell reap benefits 
of institutional approach to radio; promote 
services, personality, leaving price to print 

se radio as radio, not as news- 



That's the adamant advice of an 
igency president to food and other 

etailers. According to him they don't 
pse radio enough, and when they do, 

I s too often an extension of the 
it'uspaper advertising — nearly all 
I prices, little or no live copy. 
. If there must be ads devoted almost 
\ ntirely to price, newspaper is the 
.nedium best for retention by the con- 
iumer, he feels, while radio's job 

liould be more along institutional 

baes, i.e. promote the store's services, 
iuild its departments, put across its 

•ersonalitv. "Instead, manv merelv 

send a length] list of prices off to the 
stations carrying their advertising, 
and settle for stock copy to fill what- 
ever time remains after prices have 
been rattled off." he relates. 

This spokesman for upgrading the 
radio techniques of grocers and other 
retailers is Lester L. Wolff, president 
of Co-ordinated Marketing Agency, 
which handles the advertising of 
nearly 20 food chains. He firmly be- 
lieves that in this day and age price 
is not enough to build a store's traffic. 
Price listings in the newspapers can 
attract attention, but to do a thorough 
job of drawing and holding custom- 
ers, institutional advertising is vital, 

and radio is the appropriate medium 
for that, according to Wolff. 

Co-ordinated builds 52-week radio 
campaigns in the New York metro- 
politan area for the Safeway and 
Daitch Shopwell supermarket chains. 
In both cases the copy approach runs 
primarily along the lines of an insti- 
tutional campaign, with price playing 
a small part. 

Each chain heavies up its radio ex- 
posure for two or three large sales 
per year. During the two or three 
weeks of extra high-powered radio 
with which it puts over each large 
sale. Safewa\ spends 10-15 time- a- 
much on the medium as it does over 
a normal period. For instance durim: 
a big push last 15-17 March. 233 
S;ifc\\a\ announcements i 10's, 20's 
and 30's I were aired over a 10-station 
lineup. i WINS. \\ \I!C. VTCBS, 

\\\k;m. \\\h \. wnbc. \\t\t. 

\\(.)\l{. WOR. all New York: and 

ponsor • 31 JULY 1961 


WPAT, Paterson; and WNTA, New- 
ark, both New Jersey) 

For Safeway, and Daitch Shopwell, 
virtually all radio spots are concen- 
trated in the Wednesday through Fri- 
day period, to conform with the heavi 
est shopping days. 

In terms of results, Wolff feels that 
while it's difficult to do any pinpoint- 
ing when you run a primarily insti- 
tutional campaign and there is news- 
paper advertising at the same time, 
nevertheless, the favorable outcome 
of the big sales is most indicative of 
radio's pulling power because radio 
is heavied up for those events while 
the print remains at about the usual 
volume. Wolff points to Safeway 's 
plan to field a still larger radio cam- 
paign this fall (about 20% of the 

ANDRE BARUCH, seasoned announcer, 
personalizes the Daitch Shopwell radio mes- 
sage, building individual departments, services 

WILL JORDAN imitated several show busi- 
ness personalities for humorous drive 
tieing Safeway to voices familiar to public 

budget) as indication ot what kind 
of results the medium is producing. 

Over the past two years, Daitch 
Shopwell, which uses an average of 
five stations in New York and vicini- 
ty, has called on the seasoned radio 
voice of Andre Baruch to project its 
image, promote its various depart- 
ments and certain of its exclusive 
products. As Baruch puts it, "Daitch 
Shopwell uses warm, rich, dignified 
copy, the type you'd expect to find in 
a national campaign instead of the 
usual screaming stuff many super- 
markets use.'' 

Here's an example of what Baruch 
is talking about, part of a recent 30- 
second announcement, and not a 
word about price: 

"Men, does summertime call out to 
you with a challenge to bigger and 
better cookout . . . Daitch Shop- 
well, your quality supermarket, urges 
you to start with a savory, succulent, 
Swift's premium, tender, aged steak. 
. . . And only Daitch Shopwell has it, 
along with young lamb, for your 
shish kebab, cubed and ready for the 
flaming sword. So, en garde! Re- 
member, the best cook-outs start at 
your community Daitch Shopwell 

The pattern has been to make about 
20 such announcements per month, 
a pace usually associated with na- 
tional campaigns, points out Wolff. 

Stations carrying Daitch Shopwell 
announcements: WNBC, WOR, 
WCBS, all New York City; WHLI, 
Hempstead; WFAS, White Plains. 
Wolff feels that independent stations, 
especially in small communities are 
especially appropriate for carrying 
food advertiser announcements. He 
finds that often they are more cog- 
nizant of local happenings, than net- 
work affiliates, and since supermar- 
kets are a local service they belong 
on such stations. Parenthetically he 
added that in his opinion network 
affiliates, especially the New York 
flagships, ought to get more involved 
in the local area's affairs. 

For one of its giant sales, Safeway 
staged a radio campaign designed to 
place the stores on a similar level of 
familiarity for listeners as a number 
of well known show business person- 
alities. Comedian Will Jordan cut 
countless spots in which he imitated 
such universally significant voices as 
those of Groucho Marx, James Cag- 

ney, and many others, all calling on 
the radio audience to, "Listen to the 
sound of savings." In each case this 
would be followed by a dropping of 
coins and the echoing words Safeway 
. . . Safeway . . . Safeway, progres- 
sively softer. 

Then followed general news of the 
current big sale of Safeway brand 
merchandise. Campaign included 
eights, 20's, and 60's. Such elaborate 
production by a local advertiser for 
a campaign lasting a week or two is 
virtually unheard of, said Wolff. 

A series of commercials with a 
western flavor also has been aired on 
behalf of Safeway. One of the 20's, 
with room for a 10-second live insert, 
ran like this: 

Sound: Galloping horse. 

First voice: Which way did they 

Second voice: They went thata 

First voice: Which way did they 

Third voice: They went thata wav. 

First voice: Whoaa, horse! Say, 
why is everybody going thataway? 

Second voice: Cause thataway is to 
Safe a way. . . . 

A 10-second announcement from 
the same group: 

First voice: Reach podner! 

Second voice: I beg your pardon! 

First voice: Awww come on, reach. 
Reach for Safeway's own guaranteed 
circle "S" brands now at Safeway's 
round 'em up sale! 

Second voice: Why not? 

In looking at the supermarket's re- 
lationship with radio, Wolff expressed 
regrets at certain station practices. 
For instance, he states, "Radio, for 
the most part, has not recognized the 
grocery industry, i.e. it has not es- 
tablished local and national rates to 
accommodate co-op advertising." He 
feels that food manufacturers would 
make more generous provisions for 
radio co-op if such rate structures 
came about. 

Also on the negative side, Wolff 
laments the scarcity of programs on 

An example of just how deep a 
radio plunge a supermarket chain can 
take will be audible next fall when 
Safeway launches its greatly intensi- 
fied campaign in the New York area. 
This also furnishes a shining exam- 
ple of a satisfied radio customer. ^ 



31 july 1961 

TWO METHODS of testing commercials involve audiences gathered for viewing. At left, members of the Institute for Motivational Research's 
consumer panel view ads at the "Living Laboratory." At right, a somewhat larger audience answers Schwerin questionnaires at Avon Theatre 


^ Here is a rundown of the services, methods, theories, 
basic fees of the 8 major tv commercial testing outfits 

^ Clients include agencies and advertisers with slight 
stress on latter group. Pre-testing is gaining momentum 

I he area of testing tv commercials 
is a growing one as more and more 
advertisers want to know exactly how 
:heir messages are hitting home, and 
where they may be missing the sales 

Pretesting in particular has been 
gaining ground at the research 
louses. "Advertisers are getting 
vise," one New York researcher 
raid. "They want to protect that big. 
at, expensive tv investment. They 
vant a little insurance." 

Who does the testing? Among the 
inost prominent are Institute for Mo- 
national Research, Schwerin, Mar- 
keting Impact Research, Audits & 
Purveys, Starch, Gallup & Robinson, 
IPrendex, and Psychological Corp. 

Who orders the testing — agency 
it client? There is a division of 
opinion as to whose responsibility 
estine tv commercials is. Whether 

the agency or the client makes the 
decision, it is the client who orders 
most tests of commercials. 

Often, as a Starch spokesman 
pointed out, the agency order is in- 
stigated by the client. Starch orders 
come 60^0 from clients, 40% from 

In the main, small- to medium- 
sized agencies are the major agency 
customers for these services. Most 
of the larger agencies, such as Ted 
Bates, have their own research divi- 
sions equipped for commercial test- 

Agencv opinion is as varied on 
the virtues of tv commercial testing 
as are the methods used from Starch 
to Schwerin. A spokesman for a 
leading creative shop in New \ ork 
explained that his agency "doesn't 
worship testing commercials . . . We 
do testing as much as anyone, hut we 

don't use it as a crutch." 

And, generally, commercial testing 
is considered a worthwhile protec- 
tion of an expensive and precious 

Among the methods of exposure 
and testing are (1) theaters, where 
roughly 200 people are gathered to- 
gether to view the commercials inte- 
grated into a half -hour show; (2) 
house-to-house interviews with pro- 
jecting machine: (3) coincidental 
phone calls: (4) phone calls within 
48 hours of telecast; (5) cutting-in 
of new commercials in several mar- 
kets on a network hookup; (6) work- 
ing with storyboards; (7) gathering 
small groups to view commercials in 
simulated living room situations, (81 
closed-circuit systems involving view- 
ing at home. 

The costs vary considerably. The- 
ater testing is claimed to be one i>f 
the least expensive methods. Story- 
boards are also inexpensive becau-c 
of the minimum production invest- 

On cut-ins. the costs depend on 
the rating and time of the show, the 
sample size and the number of mar- 
kets, but this is considered the most 
expensive method of pre-testing. 

\n explanation of the varied meth- 

PONSOR • 31 JULY 1961 


ods and services of the major com- 
panies follow. 

The Institute for Motivational Re- 
search, located far afield from Madi- 
son Avenue, and even far from the 
main highway in Harmon, N. Y. (it's 
set back about a mile off the road), 
developed the MRP or motivating 
response patterns about three years 

The basic services of MRP, ac- 
cording to the Institute, are: 

• Measurement and scoring those 

patterns of response to commercials 
which motivate changes in brand 

• Pre-testing by defining major 
elements of emotional response to 
story boards, campaign themes, and 
appeals, using either film strips with 
sound track, closed circuit or rough 

• Tests and analyzes which fac- 
tors in each commercial produce 
consumer patterns of response or 

MRP is based on a battery of 
seven tests, three of which provide 
quantitative and documentary data, 
four of which probe qualitatively 
and in depth the underlying mean- 
ing of viewer response. 

The tests are conducted in what 
the Institute's founder and president 
Dr. Ernest Dichter termed the "liv- 
ing laboratory." It is a simulated 
living room setting where consumers 
from the Institute's family motiva- 
tion panel, about 2,000 people, drawn 


Highlights of the methods, services, and fees of the major 








Princeton, N.J. 

Tv impact reports. Viewers under nor- 
mal viewing conditions are questioned 
on commercials and sales messages. 
Analysis of unaided recall content pro- 
vided. Periodic "clinics" held for cli- 
ent. Pre-test service involves theatre 
for initial exposure and phone inter- 
views following day. 
At-home personal interviews day after 
telecast following up viewing under 
normal conditions. Theatre audience 
used for initial exposure in pre-testing, 
with follow-up phone interviews the 
next day. 
Vary according to client's needs. 

Institute for Motivational Research 
Croton-On-Hudson, New York 
Reports on the effects of a given tv 
commercial, through a method called 
MRP (motivating response patterns), 
which measures responses to commer- 
cials which, among other things, moti- 
vate changes in brand preference. 
MRP (see above). Between 10-20 re- 
spondents, drawn from the Institute's 
2,000 member panel, view a program 
and integrated commercials, and are 
interviewed and have open discussions 
with qualified researchers. Simulated 
living room setting is used. Viewers 
watch programs and commercials on 
normal-looking tv sets. 
Single commercial, $1,750; comparative 
testing of three commercials, $4,500. 







Marketing Impact Research 
New York City 
Pre- and post-testing. Measures recall 
and content, attitude information. Tests 
effects of new commercials; penetra- 
tion of commercials already running. 
Adapts interviews to specific client 

House to house interview, with port- 
able projecting machine which shows 
eligible respondent an 8-15 minute film 
including commercials in question. In- 
terviews are conducted before and 
after film is shown and may run as long 
as 40 minutes. Tape cut-ins in limited 
number of markets with phone inter- 
views within 90-minutes of telecast. 
Vary with specific job. House to house 
projector test runs from $8-12 per in- 

The Psychological Corporation. 
New York City 

Reports on indications of interest in 
commercial and attitude toward prod- 
uct secured. Detailed analysis of re- 
sponse provided. Pre-test service in- 
cludes showing of test and control 
commercials to small groups. 
Viewers under normal viewing condi- 
tions questioned day after telecast bv 
telephone interview. Pre-test service 
involves phone interviews to people to 
whom the test and control commercials 
were shown at a gathering place. 


31 july 1961 

from nearby communities, watch 
programs and commercials flashed 
by a rear view projector onto a stand- 
ard tv screen. 

The Institute's main theory is that 
the effect of a commercial upon a 
viewer is more important than the 
number of viewers watching a par- 
ticular message. 

There is a great deal of stress 
placed on in-depth discussion with 
the viewers after the screening. These 
sessions are taped and transcribed. 

Schwerin Research is considered 
the king of the studio testers. 
Schwerin has done such tests for 15,- 
000 commercials (up to 19601. Over 
1.2 million people have participated 
in the tests. 

Schwerin gets its audience bv ran- 
dom mailing in the greater New York 
area. Theoretically, every New York- 
er will hear from Schwerin at some 
time within a 20-year period. 

The mailing consists of an invita- 
tion to a viewing with a chance to 

win a door prize at Schwerin's Won 
Theatre on Sixth Ave., and a pair of 
tickets to the showing. 

The door prize is usually a sizable 
amount of a product LSI" worth of 
toothpaste or breakfast food I . made 
large enough so that the brand pref- 
erence choice will be carefully 
thought out. The audience makes 
its brand choice for a drawing be- 
fore the show, and again after the 

(Please turn to page 50) 

research firms that pre-test and post-test tv commercials 







Schwerin Research Corp. 
New York City 

Competitive Preference testing in which 
Schwerin simulates a buying decision 
as closely as possible under controlled 
conditions, to determine whether or 
not a commercial is effective. 
Theatre is used to exposure groups, in- 
vited by random mailing, to commer- 
cials. Audience fills out detailed aues- 
tionaire. Commercial measures include 
competitive preference, brand and com- 
pany portraits, brand name and copy 
point remembrance, and liking. Also 
group discussion. 
Vary with clients needs. 

Daniel Starch Assoc. 
Mamaroneck, N.Y. 

Qualitative copy research. "What com- 
mercial message means to viewer." In- 
terested in measuring comprehension. 
Majority in post-testing area, but pre- 
testing is done by advertiser cutting-in 
in some markets in his network with 
new commercials. 

Interviewing done by phone, within an 
hour after commercials are seen. Starch 
has 30 markets in which samples can 
be made. Six are usually used. 200 
completed phone interviews per proj- 
ect is average. 

Basic cost for one commercial, $500; 
for two commercials, $1,000; for three 
commercials, $1,150. 

COMPANY: TV Surveys division of Audits and Sur- 

veys Inc. 

LOCATION: New York City 

SERVICES: Reports containing summary of com- 

mercial recall, broken down to aided 
and unaided. Transcriptions of verbatim 
playbacks are also supplied. Reports 
also contain probed responses to what 
was said and shown in commercial; of 
points recalled which were of most in- 
terest to viewer; a storyboard of off-the- 
tube pictures taken every four sec- 
onds, and related audio. 

METHODS: 24-hour telephone aided recall. Approx- 

imately 100 male, 100 female viewers 
interviewed per report. Sampling done 
in 10 major markets. 

COSTS: Reports available at open rate of $400. 

Discounts available starting with 10 or 
more reports in one year, or when more 
than one commercial is ordered on a 
single program. 

COMPANY: Trendex Inc. 

LOCATION: New York City 

SERVICES: Viewers questioned on commercials 

and sales messages. Some aid to re- 
call given. Recall content is reported 

METHODS: Telephone interviews made either im- 

mediately or as long as 48 hours after 

Charge depends on length of phone in- 
terview, sample size and market. 

COSTS: Do not have fixed or published rates. 


31 july 1961 



^ Take a look at these ads for July attractions in 
that widely heralded Toronto Telemeter pay tv test 

^ For $1 per viewing (25^' for kid shows) culture- 
conscious Canadians are getting some pretty jazzy tv 

i^lorth of the border, up Etobicok 
way, they're testing out a brand nev 
art form. For slightly more than < 
year now, the lucky citizens of thi 
prosperous Toronto suburb havi 
been exposed to the cultural bless: 
ings of pay tv which, say its adher 

PRICE $1.00 
10:00 P.M. ONLY 

JULY 2, 

3, 4, 5, 
6, 7, 8 


A*9<& Baby 







PRICE $1.00 

SUNDAY SHOWN AT 4: 40, 6: 30,8: 20, 10: 1( 
FRIDAY 6:30,8:20,10:10 SATURDAY 
SHOWN AT 4: 40, 6: 30, 8s 20, 10: 10 

Taking a racy 

look at the space race 

, "MAN IN 






"Nil 1 «^»i~.!l«0»!5 IUK* 

10:00 P.M. ONLY PRICE $1.00 


AT 1:30 P.M. ONLY 

28. 29, 30 



% From Space 

brian donlevy 

2"" no" 


A horrible enemy from 

the unknown strikes 

terror across 

the earth! 




Please don't reveal 
the ending of this 
picture or your friends 
will kHI you -IF THEY 

PRICE $1,00 


The cast of the year! The book of the 
year! All the towering excitements of 
Stuart Cloete's exciting adventure! 




31 july 1961 

ents, will someday free a long-suffer- 
ing public from the crass vulgarities 
of commercial television. 

For slightly more than a year, 
Etobicokeans have been cheerfully 
chucking sound Canadian dollars 
into Telemeter coin boxes for the ex- 
quisite pleasure of escaping the vast 
wasteland of Yankee programing. 

For slightly more than a year, they 
(have been enjoying the finest that 
pay tv can offer. And, as any pay tv 
man will tell you, that's pretty darn 

If you want proof, just look at 
Telemeter's program guide for the 
jeriod 25 June to 8 July. 

Here, in a flashy 16 page folder 
vith a slashing black and yellow 
•over are 10 hard-sell ads for upcom- 
Dg Telemeter attractions. 

Pay tv's contributions to Toronto's 
>ublic interest, convenience and ne- 
cessity during late June and early 
July included: Can Can (All the 
treat stars! All the great songs! All 
[he great fun ! ) , The Trapp Family 
i The happy, true and wonderfully 
I lplifting story of a beautiful girl 
.ho left a convent to give her love 
! b a man), 6 Golden Hours (They 
ad a weakness for widows) as well 
Is Homicidal, The Fiercest Heart, 
hitzel Baby, The Man in the Moon, 
nd The Secret Partner, each of 
hich set back a cautious, conserva- 
tive Canadian family $1.00 per view- 

And what healthy, educational, 
i laracter-building fare (and only 
I 5$* per show, daddy) Telemeter gave 
i oronto's tots. Children's matinees 

a 1 July and 8 July provided such 
. plift double features as Last If agon 
\ us On the Threshold of Space and 
yhite Squaw plus Utah Blaine. 

Blockbuster of the Telemeter 
: hedule, however, was The Second 

'ly Revue which premiered on 6 
jjily at a home admission fee of 

) i Second City Revue was billed sim- 
Ijy as coming "From the same night 

ill) in Chicago where Elaine May, 

ike Nichols and Shelley Berman 
Est won fame" — surely adequate 
Ijedentials for a buck-and-a-quarter 

| So far, Telemeter has announced 
n> grosses or viewing figures for 

>ronto's summer festival of pay tv 

*lture. ^ 


^% wording to Kansas City, Mo. 
radio station WDAF, you don't need 
a lot of gimmicks to win over new 
listeners. All that's needed is a small 
boy in a baseball uniform. 

The station put this formula to 
work early this summer, with its 
Strike-Out Sam contest. And on 
sandlots all around the city, pint- 
sized, aspiring Whitey Fords are bat- 
ting in a record number of friends 
for the station. 

The contest is paying off in other 
ways beside arousing station good 
will. For one thing, the contest 
brought out, as active participants, 
some 2,000 youngsters. The fami- 
lies of these small fry ball players 
are quite naturally then, taking a 
new interest, in the sport. As a re- 
sult, more radio and tv dials in the 
area are now tuned in to the WDAF 
and WDAF-TV professional baseball 
games, the Kansas City Athletics. 

The station reports that requests 
for baseball schedules (a station serv- 
ice) have increased by some 20% 
since the beginning of Strike-Out 

The advertisers who sponsor these 
Kansas City A games are happy 
about the whole thing, too. They 
can't ignore the fact that through 
this newly generated interest, their 
messages are getting more exposure 
mileage than was bargained for. 

General Finance Corporation, for 
example, which has 50% sponsor- 
ship of the radio baseball broadcast 
schedule (Schlitz has the other half 
as well as half of the tv sponsorship) 
expressed its feeling like this through 
its assistant v.p. and ad manager R. 
R. Corwin: "WDAF-Radio's Strike- 
Out Sam promotion is great because 
it promotes baseball activity among 
youngsters under proper supervision. 
And, here at GFC Loan, we like the 
way it involves the parents too. As a 
promotion to call attention to the A's 
play-by-play broadcast, it's a beauty 
— it reaches the entire family." 

Civic leaders and city fathers also 
hail the station promotion as a ma- 
jor public service project. They 

FROM ANY point of view — the catcher's 
or pitcher's — it's obvious that young Roger 
Twidell, one of 2,000 competing youngsters, 
is out after WDAF's Strike-Out Sam prize 

share Corwins feeling that Strike- 
Out Sam has taken little boys (aged 
9 through 1 1 I out of dangerous 
street games and into healthful su- 
pervised sport. 

The object of the contest was to 
find a strike-out champion. Young- 
sters were organized into teams (and 
equipped with suitable outfits). 

The winner gets to take a road 
trip with the Kansas City Athletics 
as "uest of WDAF. ^ 


31 july 1961 



^ Despite curtailed programing, ABC, CBS, NBC, Mutual present wide variety ol 
offerings and many rate plans. Advertiser buys are healthy for this time of yeai 

News, comedy, drama on net radio fall menu 

ALL TOTALED, there's quite a 
bit of variety on net radio this 
fall. Among them, ABC's long- 
time favorite, "The Breakfast 
Club" with host Don McNeil 
shown at top with Fran "Aunt 
Fanny" Allison; Mutual's soap- 
er, "My True Story" hosted by 
Tony Marvin (left); NBC's 
"Monitor," with Bert Parks 
holding the fort on weekends; 
and CBS's "Garry Moore Show" 
(that's Durward Kirby with 
Garry in the photo at left) 

^broadcasters are ready to serve uj 
a remarkably appetizing array oi 
commercial programs for the fall 
And although that season is still sev 
eral collar-wilting weeks away, the 
networks already report a long lint 
of sponsors. 

At CBS, for instance, the popular 
week day program, the Garry Moon 
Show is all sold out as is Lowel 
Thomas and the News, It's Sporti 
Time with Phil Rizzuto, the Jerry 
Coleman on Sports show, and 12 
weekend newscasts with commentary 
by Robert Trout and Allen Jackson. 

The early bird advertisers here are 
Oldsmobile for Lowell Thomas; Men 
nen and R. J. halving it on It's Sports 
Time; while Mennen is splitting the 
tab with Liggett and Myers for Jerry 
Coleman Sports. The 12 weekend 
newscasts were grabbed up by Chev 

Mutual sold its half of the 55- 
minute soap opera like drama — My 
True Story — to one national sponsor 
— the Beltone Hearing Aid Co. (The 
drama which is fed closed circuit to 
some 113 markets, is sold locally by 
the stations.) The local sponsor line- 
up for this popular soap-opera in 
eludes a potpourri of advertisers 
which according to a Mutual spokes- 
man, "sells everything, except soap." 
They include dress shops, ice cream 
parlors, insurance, real estate, night 
clubs, department stores, banks. 

Although tear-jerkers of this type 
have long been a spoof target at 
least among the more sophisticated, 
the popularity of this emotion-wring- 
er seems to be spreading. According 
to a Mutual spokesman, in some of 
the top tv markets, the program is 
being slotted during prime night- 
time hours. Some opposite strong tv 
fare. (As examples, take WOR, New 
York City and WPEN, Philadelphia.) 

At NBC, its News on the Hour, a 
five minute commentary, is sold out 
also. The buyers: Metropolitan Life 
Insurance, Chevrolet, Liggett & My- 
ers, Standard Brands, Midas Muffler 
has one or two weeks participation. 


31 july 1961 

Three of NBC's top sports events 
have been snapped up by Chrysler 
and Gillette. The features picked up 
by the duo are the World Series 
games (beginning time around the 
first of October), Rose Bowl foot- 
ball game, 1 January, and the Blue- 
Gray football event, 30 December. 

What then, is still available? For 
one thing, there's a brand new musi- 
cal variety show being offered by 
I CBS. The show — a daily, Monday 
, through Friday, segment, stars that 
popular comedienne Carol Burnett 
who, through her appearances on the 
Perry Como tv show has latched 
on to a good following, and Rich- 
( ard Hayes. The show will be ready 
I for sponsorship 4 September. 

Available also on CBS are a few 
segments of Arthur Godfrey Time. 
The show has already lined up these 
advertisers: Hartz Mountain, War- 
ner-Lambert, Tetley Tea, Clairol, and 
Underwood Deviled Ham. 

Other CBS availabilities include 
Art Linkletters House Party (al- 
ready on the books are A. E. Staley, 
Del Monte, Bristol-Myers, Burlington 
Mills and Kiwi Shoe Polish) ; a few 
units on the Bing Crosby-Rosemary 
Clooney Show (current sponsors: 
Bristol-Myers, General Foods and 
Keyser-Roth). Also, a few units on 
Yours Truly, Johnny Dollar and the 
award - winning, spine - tingler, Sus- 

The live concerts of the New York 
Philharmonic, which return to CBS 
Radio 30 September, are also avail- 

Other CBS programs with still 
some availabilities are the network's 
ten-minute newscasts on the hour 
featuring such newsmen as Richard 
C. Hottelet, Douglas Edwards and 
Ned Calmer; the Monday through 
Friday News Analysis conducted by 
Paul Niven in Washington and 
Alexander Kendrick in London; the 
network's Dimension features. These 
|five-minute programs total 47 a week, 
and the weekday schedule shapes up 
like this: Your Man in Paris with 
David Schoenbrun; In Hollywood 
with Ralph Story; One Woman s 
Washington with Nancy Hanschman: 
Personal Story (new personality each 
week) ; Information Central with Al- 
an Jackson; Sidelights with Charles 

The Saturday Dimension features: 
(Please turn to page 51) 

Network radio rate card highlights 



Program charge: $300 each 
Commercial time: 60" 
Time charge: $900— $1,300 


Program charges: $150 and $300 each 
Commercial time: 60" and 30" 
Time Charges*: $420— $1,100 


Program charges: $100 and $200 each 
Commercial time: 1:15", 60", 30" 
Time charges: $360 to $1,100 


Fixed position rates (time and talent) 

5-minute day units — $1,100 to $1,450 per unit depending on (1) number 
of consecutive weeks and (2) number of units per week 

2 1 /2-minute day units and 5-minute evening units — $750 to $1,100 per 
unit depending on, etc. 

2 1 /2-minute evening units — $500 to $850 per unit depending on, etc. 

Run-of-schedule rates (time and talent) 

Package of 10 is now being offered for $7,000 gross 



Class "AA" $1850 

Class "A" 950 

Class "B" 750 

Class "C" 600 



Weekly dollar volume discount 

$ 2,000 to $3,999 2V 2 % 

4,000 to 6,999 5V 2 % 

7,000 to 9,999 10 % 

10,000 or more 12V 2 % 

Consecutive week discount 
13 to 25 weeks 2V 2 % 















39 to 51 weeks 7 % 

52 weeks or more 10 % 


5-minute segment (news)— $1,530 

5-minute segment (other than news) — $1,800 

Announcements: one minute: $1,350; 30 seconds, $1,000; six seconds 

Discounts: range from 2 1 / 2 % to 12V2%, depending on weekly dollar 

volume. There are also annual dollar volume discounts going 

up to 20%. 

•Weekly dollar volume discounts: 8.2091 on all Rates above are for 100^ clearance on all regular 
afflllaic.l >tatl"n< If cearanco falls below lOOCc. time charges are reduced proportionately. 



31 july 1961 


1 AUG. - 29 AUG. 










No net servic 

I Love Lucy 

P. Lorillard 

various sponsors 


Meet The Pre 

I-L $6.50 

ABC News 


No net servici 

ABC News 


No net service 

No net servic 

ABC Ne< 

Walt Disney 


Ralston (GB&6 

Lehn & Fink 

A-F 194.00' 




D-F $35,001 

No net service 

No net Servic 

No net servict 

D. Edwards 


Amer Home 


N-L $9.500t' 


Brinkley Rep. 

Teiaco (CAW) 

N-L $6.500t 

D. Edwards 


Am. Home 

alt Goodyear 


N-L $».500t1 

No net set 


Brinkley Rep. 

N-L $6.50Ut 

Canada Dry 



Campbell Soup 


»-F $37,000 

Shirley Temple 


Nabisco (Mc- 


B-Nut Life 

Savers (T&B) 

Dr-L $70.00 

No net service 

No net service 

No net service 

D. Edwards 

Amer Home 
(repeat feed) 


Brinkley Rep. 


(repeat feed) 

Focus on 

D. Edwards 

Am. Home 

alt Goodyear 
(repeat feed) 

Brinkley Rep. 

(repeat feed) 

No net se 



Kaiser Co ( TAR 

Noxzema (SSCB 
W-F $82,001 

Dennis The 

Kellogg (Burnett) 

Best Foods 


S«-F $30,000 



Ralston Gardnei 
Mennen (Grey) 
Polk Miller 
(N. W. Ayer) 
U. Carb. (Esty) 
Brls-My L&F 
W-F $87.0(H 

To Tell The 


Am. Home (Bates) 

B.J. Reynolds 


ScF $18,000 

The Americans 



Dow (N.C&K) 

Max Factor, 


Bugs Bunny 
G. Fds. (B&B) 

No net service 


(7:30 8:30) 

R. J. Reynolds 




W-F $85.00* 

Hong Ko 

Kaiser (Til 
Armour (FC.I 
Coleman (PH 
Mennen (Ol 
A-F $8i 4 


R.J. Reynolds 


Armour (FC&B 

Ed Sullivan 

Colgate (Bates) 
alt Kodak ( JWT) 
T-L $85,800 


Rexall (BBDO! 

Polaroid (DDB) 

Lehn & Fink 


A-F $37.0(M 

R. J. Reynolds 

P&G (B&B) 

Pete and Cladys 
Goodyear (T&B) 


Bc-F $37,000 

The Americans 

Mead -Johnson 


The Rifleman 

P&G (B&B) 

W-F $38,000 

Father Knows 

Scott (JWT) 

Van Camp 


Warner Lambert 

ScF $34,000 


Hong Koi 
Lorillard (Ol 



J. Reynold! 




W-F $41.0(M 

Ed Sullivan 

Tab Hunter 
P. Lorillard 

(L&N) West- 
clox (BBDO) 

Polaroid (DDB) 

Lehn & Fink 


Dr-L $39,(MK 

Surfside 6 


Bm & WmsQ 



J&J (T&R) 

Whthall (Bates) 

A-F $87,600 

Bringing Up 


Scott (JWT) 

Se-F $35,000 

Wells Fargo 

Amer Tobacco 



W-F $47,001 

Wyatt Earp 

Gen Mills (DFS) 

alt P&G 


W-F $40,000 

Dobie Or II ts 




Philip Morris 


St-F $37,000 



Ford (JWT) 

Revlon (Grey) 

My-F $65,004 

Ozzie & Ha I 
Kodak (J7> 
Coca Cob 

Se-F $4)1 

The Rebel 

P&G (T&R) 

L&M (D.F.S.) 

W-F $42.5<H 

C. E. Theatre 

Gen Eleetrle 


Dr-F $51,000 

St 7/2 
NBC Mystery 

(Gordon Best) 
P&G (B&B) 
Ponds (NCK) 

Surfside 6 



Spike Jones 

Gen. Fds. (B&B) 
Sc-F $27,000 


Warner Lamberi 

Lehn & Fink 


Polaroid (DDB) 

Ponds (NCK) 




West (9-10) 

B & W (Esty) 

Miles (Wade) 

Mennen (WD 

Lehn & Fink 

Colgate (Bates) 

W-F $87,000 



Quaker Oata 


P&G (Burnett) 

ScF $38,00f 

Thriller (9-10) 
All State (Bur- 
nett) ; Glenbrook 
(DFS); Am. 
H. Curtis 
Colgate (Bates) 

Hawaiian I 


Carter (Bat J 

Beecfaam (K.1 

Miles (Wail 


My-F $801 

Asphalt Jungli 


Polk Miller 

(N. W. Ayer) 

Lehn & Fink 

Mennen (Grey) 

Beecham (K&E 

A-F $84,00 

Holiday Lodge 

Lever (SSC&B) 

State Farm 


AN-F $8-9,000 

NBC Mystery 

Adv. In Paradise 

Noxzema (SSC&B 
DuPont (BBDO) 
Lever (BBDO) 
A-F $92,900 

Ann Sothern 

Gen. Fds. (B&Bi 
Sc-F $21,000 


P. Lorillard 



Ralston (Gardner) 

Playhouse 90 


S. C. Johnson 

P&G (B&B) 

P. Lorll. (L&N) 



Star-Kist (Bur) 


B-Nut Life 

Savers (T&R) 

Tobacco (SSCB) 

((My-F $85.(MM 

Hawaiian I 

Am. Chit) 
(Bates) J 
Lorillard (01 
Lever (BBI 

Asphalt Jungli 

American Chicl > 

(Ted Bates) 

Candid Camera 

Lever (JWT) 



AuP-L $34.00( 

Loretta Young 

Tonl (North) 
alt Warner Lan 
(Lam & Feasley 
Dr-L $49.50i 

Adv. In Paradise 
L&M (McC-E) 
J. B. Williams 

Whitehall, Am. 
Chicle (Bates) 

Clenn Miller 


Lorillard (L&N) 

G. Fdi (T&R) 

Mu $9,000 




Polaroid (DDB) 

Amer. Gas Co. 

Dr-F $41,00 

Alcoa Presents 

Alaoa (FSB) 
Dr-F $36,000 

Playhouse 90 


NBC Specials 


Various sponsors 

Project 20 

7/14 « 
Lipton (SSCB) 

Purex (Weiss) 

Naked Cit 
(10-11) W 

A. Chicle (Ball 
U. Carbide (EJ 
DuPont (BBmJ 
My-F $85 P 


What's My Line 

Q-L $32.00( 

This Is Your 

Block (Grey) 


AuP-L $24.0O( 

Peter Cunn 

!DCSS). R. J. 

Reynolds (Esty) 
My-F $39.00( 

P&G (B&B) 

The Accomplice 

Purex (Weiss) 

No net service 

Playhouse 90 

Purex Special foi 

Women (Weiss) 

8/1. 8/8, & 8/22 


Naked Cill 


Bm & Wml 

W. Lambeijl 

(L&F) 1 


4gt Specials. 

The only regularly scheduled programs not listed are: Jack Paar, NBC 
TV, 11:15 p.m.-l a.m., Monday-Friday, participating sponsorship; (Sun- 
day News Special, CBS TV, Sunday, 11-11:15 p.m. The following are 
specials for this period. NBC TV: Purex Specials, 8/1, 8/8, 8/22, The 
■Cold Woman, The Working Mother, Mother and Daughter, respectively. 

Agency: Weiss The Jimmy Durante Show, 8/9, Brewers Association, 
Agency: JWT. All NBC specials are from 10-11 p.m. Costs not available. 
ABC TV All Star Football, 10 p.m. to conclusion, 8/4, R. J. Reynolds 
(Estv) and Carling (LFSC), $210,000. No specials scheduled on CBS 
TV. " ttCost is per segment. Prices do not include sustaining, partici- 



31 July 1961 












tt service 

vlo net service 

ABC News 


Jo net service lo net service 

ABC News 


No net service 

*lo net service 

No net service 

No net service 

No net service 

d wards 
Ine (Bates) 

! er (Bates) 

Brinkley Rep. 

Texaco (C&W) 
f-L $b,50Ott 

No net service 

D. Edwards 


Philip Morris 

alt Goodyear 


pI-L I9.500tt 

Brinkley Rep. 

reiaeo (C&W) 
L $6.5O0tt 

No net service 

D. Edwards 



tit Amer. Home 

N-L $9,500tt 

Brinkley Rep. 
Teiaco (C&W) 
f-L $6.500tt 

No net service 

No net service 

No net service 

t service 

No net service 

No net service 

No net service 

. dwards 
j- Home 
II Carter 
f at feed) 

Brinkley Rep. 

(repeat feed) 

No net service 

D. Edwards 

Philip Morris 
alt Goodyear 
(repeat feed) 


Brinkley Rep. 


(repeat feed) 

No net service 

D. Edwards 



alt Amer. Home 

(repeat feed) 


Brinkley Rep. 


(repeat feed) 

No net service 

No net service 

No net service 

l.)u Run 
T 1-8 30) 
Pi (LAN) 
Ms other 

1 $87,000 

Wagon Train 


Bevlon (Grey) 

iV"-F J88.00C 

Cuestward Hoi 

Ralston (GB&B, 


Miles (Wade) 







Schlitz (JWT) 

The Outlaws 
i&W. Plllsbury 

(C-Mlthun) ; 
V-P $88,000 

Matty's Funday 


(Canon Roberts) 

Sc-F $10,000 

Van Camp 
Bracket (Y&R) 
P. Morris (B&B) 
B- Myers (T&R) 
Cole ate (L&N) 
W-F $80,000 

B&W (K.M&J) 
F $28,000 

The Roaring 20's 

Armour (FC&B) 

Mermen (Grey) 

Metrecal (K&E) 

Lehn & Fink 

Brown & 


Lanolin Plus 

Perry Mason 


Colgate (Bate*) 



My-F $80,000 


P&O (B&B) 

W-F $78,000 

la u Run 

Wagon Train 

R. J. Reynolds 


Nat'l Bias. 


Donna Reed 




Johnson & J 


Sc-F $40,000 





The Outlaws 
Nut Life Savers 
T&R) ;War-L*m 
(L&F); Colette 


Harrigan & Son 
Reynolds (Frank) 
CC-F $39,000 

Nabisco (Me-E) 

1 Happy 

$12, OCIC 

The Roaring 

Perry Mason 
Sterling- (DFB) 
Dracket (T&R) 
Moorea (B&B) 

ten open 

im.Tob. (BBDO) 

Leave it To 

Ralston (Gardner, 

Colgate (Bates) 

Miles (Wade) 
Sc-F $30,000 

i (Bates) 
I $39,000 

Price Is Right 
Lever (OBM) 
-L $22,500 

The Real 


P&G (CoBptaa) 

c-F $41,000 

Zane Grey 


S. C. Johnson 

[B&B) P. Lortl- 

lard (LAN) 
V-F $45,000 

: rontier Justice 
St 8/3 

Bat Masterson 

(9/29 S) 

Sealtest (Ayer) 

V-F $39,000 

Miles (Wade) 

R. J. Reynolds 

CC-F $44,000 

Route 66 


Chevrolet (O-E) 

Sterling (DFS) 

Philip Morris 


A-F $85,000 

5 Star jubilee 

St 5/12 
fon (NL&B) 



Bra. & Wmsn. 


tit. K. Cltrk 


My-F $80,000 

Tall Man 

R. J. Reynetdj 

Block (S8CB) 

W-F $3I.0M 


»' (B&B) 




Kraft (JWT) 


My Three Sons 

Chevrolet (C-E) 

-F $49,500 

9-10 p.m. 
Block Drug 




tV-F $87,000 

lachelor Father 



tit Am TV* 

(Oumb Inner) 
Ic-F $38,000 

77 Sunset Strip 


Am. Chide 


My-F $85,000 

Route 66 

Lawless Years 

(5/12 S) 
tit B-Culver 


Br & Wmson 



Lawrence Welk 

Dodge (Grant) 

J. B. Williams 


Mu-L $43,000 


Brn. & Wmsn. 

(Bttet) tit 

Lever (K&B) 

The Deputy 


Gen. CIg. (T&B) 

W-F $3».»00 

V,et a 

«> (Etty) 
. flyers 







Armour (FCB) 

L&M (Me-E) 

Schick (Oompton) 

My-F $90,000 


Creat Chost 

St 7/6 

Ford (JWT) 

iy $12,000 

77 Sunset Strip 

R. J. Reynolds 










D-F $12,000 

Lawrence Welk 

Have Cun, Will 

Wbtll (Bttet) 
tit Lever (JWT) 
W-» $40,000 

The Nation's 

S. eel Hr 

I 10-11) 

k I $80,000 

It Could Be 

P&G (B&B) 
Au-L $18,000 

The Jimmy 
Durante Show 
Brewer's Assoc. 
8/9 (10-11) fj 

(Vhitehall (Bttea) 

CBS Reports 


Face the 





.ipton (SSC&B) 



slock (SSC&B) 

Tonl (North) 
luP-L $30,000 

Robert Taylor 

in The 



My-F $45,000 

All Star Ftball 

Twilight Zone 
L&M (McCtnn) 

Colgate (McC) 
A F $36,000 

Michael Shayne 

(10 11) 



My-F $78,000 

Polaroid (DDB) 

Ponds (NCK) 


Gillette (Maxon) 

El Producto 


Sp-L $45,000 


L&M (DFS) tit 



W-F $42,000 

The Nation's 

cat heatre 

wi 10-11) 
'f oris 

No net service 

Silents Please 
Camp. Quaker 
Miles (Wade) 
Ralston Purina 
Cigar (WRK) 

Block (Grey) 

CBS Reports 


Face the 


>Jo net service 

Law & Mr. 


P&G (B&B) 

Lorlllard (Grey) 

Metrecal (K&K) 

Corn Products 

A-F $41,000 

Pers. to Pers. 

Block Drugs 


Carter (Bates) 

■lichael Shayne 
(Brother) Max 
Factor (K&E) 
xrillard (L&N) 
Dow (NCC) 

Make That 


Brn. & Wmsa. 

Gillette (Maxon) 

No net servict 

No net service 

or co op programs. Costs refer to average show costs ini lading 
talent and production. They are gross (include 15% agency comnu 
Tiny do not indude commercials or time charges. Program typi 
indicated as follows (A) Adventure, (An) Anthology. idience 

Participation, (C) Comedy, (D) Documentary, (Dr) Drams, (F) Film, 

1) Interview, (J) Juvenile, I.> Live, Mi Mi-, , Uu Music, (My) 
\ i News, Q I Qui Pam tuation Gomedj 

(V) \ 'ariety, (W) Western. +N"o charge tor repeats. L preceding 
date means last date on air. 9 following date means starting I 
in \\ show Or sponsor in tunc slut. Price not available 


31 JULY 1961 






Those replying to this week's 
question are: 

• Frank L. Boyle, Robert E. 
Eastman & Co., Inc., New York 

• James M. Alspaugh, H-R 
Representatives. Inc., New York 

• M. S. Kellner, The Katz Agen- 
cy, Inc., New York 

• Ben Holmes, Edward Petry & 
Co., Inc., New York 

Frank L. Boyle, salesman, Robert E. 
Eastman & Co., Inc., New York 

Rates follow two curves: 

• Supply and demand 

• Relative circulation values 

The next six months rates should 
remain predominantly static — nota- 
ble exceptions will be stations with 
demonstrable audience increases — a 
lesser number due to consistent lack 
of availabilities. 

The most probable single change 
will be an increased flexibility in rate 
cards — in total audience plans and 
incentives for saturation-type buys. 

Another predictable trend is the 
simplifying of rate card structures. 
The stations which we represent are 
constantly working to make their 
cards easy to buy from — while main- 
taining equal incentives for short- 
and long-term advertisers. 

More stations are tailoring their 
rate packages to fit current satura- 

te most 
probable single 
change will 
be more 
flexibilit y 
in rate cards 

tion use of radio — in keeping with 
current buying trends rather than 
the obsolete three spots a week buy- 
ing pattern. 

You can look for more stations to 
go to a single rate by incorporating 
r-o-s packages available for both 
national and local users. 

James M. Alspaugh, v.p., H-R Rep- 
resentatives, Inc., New York 
The trend for the last several 
months, and as it continues for the 
second half of 1961 among many 
H-R radio stations, is one of careful 
rate card analysis and a moderate, 
justifiable raising of rates where in- 

Trend is that 
of moderate, 
rate increases 
where homes, 
audience rise 

creased audiences and increased ra- 
dio homes indicate a change upward. 

Now radio is basking in the 
warmth of rising radio set sales. 

More radio sets mean more and 
more listeners. Improved radio pro- 
graming, too, is responsible for a 
sharp increase in radio audience. 
With this increase in radio audience 
and radio homes in mind, as we said, 
the trend at many H-R radio stations 
has been and will continue to be, to 
carefully analyze rate cards, and 
where it is justifiable, to raise rates 
moderately to conform to the in- 
crease in listeners. 

Another consideration is that many 
radio station operators feel, as we 
here at H-R do, that radio is general- 
ly an under-priced medium; it is sold 
too cheaply for the vast, ever-grow- 
ing number of impressions delivered. 
Every radio station is undeniably en- 
titled to place optimum value on the 
product it delivers. 

Of course, this does not mean that 
all radio stations deserve a rate in- 
crease merely because it is fashion- 
able. But, based on careful analysis 
of the swelling number of radio 
homes, competitive media pricing, 
competitive radio station pricing, 
"sold out" commercial schedules, and 
more rigid industry commercial 
standards — to name a few analysis 
considerations — those affected radio 
stations mav raise rates to an equit- 
able level justifiably and fairly. 

This upward trend is a healthy one 
in the industry, and when exercised 
within the bounds of common sense 
and good business judgment, it por- 
tends substantial growth for the ra- 
dio broadcasting medium. 

M. S. Kellner, v.p. & radio sales mgr., 
The Katz Agency, Inc., New York 
Radio is a better advertising buy 
than ever. I can't recall any previous 
period when so much was being done 
by station operators to improve the 
services, the entertainment values, the 
commercial effectiveness of radio: 
larger, more experienced news staffs 
run by professional broadcast jour- 
nalists are in operation; there's more 
diversified programing to cater to 
wider segments of the audience; far 
more attention is being given to the 
selection of music; more stations are 
doing more to integrate themselves 
into the affairs of the community. It 

Move to single 
rate continues; 
also sharpened 
of local and 
national clients 

all adds up to larger audiences and to 
programing that is more effective. 
But it is also programing that is 
more costly to produce; it will lead 
to gradually increased rates. 

The movement to a single rate card 
is continuing, and, where a single 
rate structure cannot currently be 
achieved, greater efforts are being 
made to refine and to standardize 
definitions of retail and national 
business. As a result, I look forward 
to more orderliness surrounding this 
aspect of our business, and a com- 
panion growth in the practice of ad- : 
vertising agencies buying time 
through the representative, not only 
for "national" accounts, but also for 
those of their accounts qualifying, on 
the station's own ground rules, for 
other than the national rate card. 
(Please turn to page 52) 


SPONSOR • 31 JULY 1961 



and Evenings, from 6:00 to Midnight, 

MOST Rochester TV Homes Tune To CHANNEL 10 


9 out of 10 
of Rochester's Top 
Favorite Shows Are 
Carried Over "10" 

ifc Nielsen Rochester Survey; April, 1961 


BOTH Surveys 
Give Us TOP 
Evening Ratings 

*%. Nielsen, April; ARB. March, 1961 








SPONSOR • 31 JULY 1961 


and you! 


a terrific ad-buy 


i . ! 


Reps at work 

Eugene C. Litt, account executive, CBS Radio Spot Sales, New; 
York, emphasizes "creative radio — it pays off handsomely. Here are 
just two examples of new accounts brought to spot radio by crea- 
tive presentations developed within our organization. First is a 
major steamship company whose image was represented dramatical- 
ly and colorfully in a specially- 
tailored, locally-produced program 
concept. Result of the audition — 
the advertiser purchased three 10- 
minute nighttime programs week- 
ly on 24 radio stations, including 
a regional network. A creative 
idea that clicked. A large and 
successful book publisher, after 
hearing a specially produced com- 
mercial taped by one of our sta- 
tions, placed orders in seven mar- 
kets — and is delighted with the 
campaign. Radio stations such as those we represent are fully, 
equipped to write and produce program and spot ideas for a 
specific client. We are doing this with increased frequency. Impor- 
tant here is the fact that spot radio dollars are in effect 'created.' 

Wendell B. Parmelee, Broadcast Time Sales, Detroit, sees "a 
creative challenge in radio for the copywriter. Painting vivid pic-j 
tures with words and sounds takes real talent — this is an art. Mil-j 
lions of dollars are spent many times on untested copy, and as we all 
know, the best media buy in the world depends largely on the righti 

_.. ...., copy for outstanding results. With 

this in mind, we at BTS have 
formed 'The Copy Testing Group.' 
Five radio stations provide the 
advertiser with an opportunity for 
testing the popularity and accept 
ance of a commercial before it is 
launched on a full scale campaign. 
Media buyers the country over are 
enthusiastic in their response to 
this idea. One buyer hit the nail 
on the head when he said, 'This 
could mean many additional dol- 
lars for radio, providing the test is carefully analyzed as you assure 
us it is.' There's far more to this business than shagging avails and 
buying by the numbers, and salesman-buyer relationships that de- 
velop ideas such as the above are helping both the radio industry 
and the client. Buyers and sellers working together in close harmony 
in the common interest of the advertiser are indeed enjoying excit 

ins careers. 



31 july 1961 

Station on the move in the Market on the move 




March 1318, 1961. 

WTVT originated "The Garry Moore 
Show" and two "I've Got a Secret" 
programs at the Florida Citrus 
'Exposition for the CBS Television 
Network. All three shows were re- 
corded with the ultramodern facil- 
ities provided in WTVT's mobile 
videotape unit. 


April 17-21, 1961. 



Since all communications between 
Cuba and the United States were 
cut off during the recent rebel 
invasion, CBS Television News dis- 
patched WTVT's mobile videotape 
unit to Key West in order to record 
news from the Cuban Government 
television station CMQ in Havana. 

TAMPA, FLORIDA, May 4, 1961. 

After the brigantine Albatross sank 
in the Gulf of Mexico, taking the 
lives, of six of its nineteen crew 
members, WTVT provided the only 
live coverage of the arrival of the 
survivors in Tampa. CBS Television 
News used the WTVT mobile video- 
tape unit to record the memorable 

May 1113, 1961. 

The NBC Television Network chose 
WTVT to originate a portion of their 
"Here's Hollywood" program in 
Savannah. One outstanding reason 
for their choice was WTVT's mobile 
generator which allows the video- 
tape unit to record while in motion. 


Latest ARB 9:00 AM-Midnight 



WTVT 41 

Station B 9 

Station C O 

A.R.B., Tampa-St. Petersburg Metro Area, Mar., 1961, 4-week summary. 
N.S.I., Tampa-St. Petersburg Metro Area, Mar , 1961. 4 week average. 


WTVT 43 

Station B 7 

Station C O 



Station on the move in the Market on the move 

<lahoma City. Represented by the Katz Agency 



31 july 1961 


top ad 
in this 

tv factbook 
at regular 


a terrific ad-buy 


National and regional buys 
in work now or recently completed 



Standard Brands, New York, is looking forward to two campaigns. 
The first is for Royal pudding which will go into the top 40 markets 
with day and night minutes beginning 18 September. This is for an 
eight-week flight. The second buy is for Blue Bonnet margarine, going 
into the top 40-50 markets with day and night minutes and chain 
breaks. The start is for 1 September, for 13 weeks. Agency: Ted 
Bates, New York. Buyer: Conant Sawyer. 

Waterman Pens, New York, will enter a campaign the end of July 
using day and nighttime minutes for eight weeks. They will go into 
seven Southeast markets. Agency: Ted Bates, New York. Buyer: 
Jack Dougherty. 

The Nestle Co., White Plains, N. Y., will promote Nescafe in a 
campaign beginning 10 September. Time segments will be nighttime 
minutes, chain breaks, and I.D.'s. This will run until the end of the 
year in all east coast markets. Agency: Esty, New York. Buyer: 
James Scanlon. 

Corn Products, New York, will use nighttime minutes for Niagara 
Starch, starting 6 August for six weeks. Its going into an estimated 
30-40 markets. Agency: L&N, New York. Buyer: James Alexander. 

Miles Laboratories, Inc., Elkhart, Ind., will promote its Alka- 
Seltzer with a 17 September start. This will go into the top 100 
markets using nighttime minutes for a flight of 52 weeks. Agency: 
Wade, New York. Buyer: Andie Anderson. 

Colgate Palmolive Co., New York, will run a campaign for its 
Florient starting 5 September for seven weeks. Time segments will be 
day and night I.D.'s in about the top 45 markets. Agency: Street & 
Finney, New York. Buyer: Sandy Floyd. 


Standard Triumph Motor, New York, will have an early August 
start with traffic time 60's at a frequency of 12-16 per week per 
market. This will go into 15-20 major markets on the east and west 
coasts. Agency: DCS&S, New York. Buyer: Don Miller. 

J.I. Case Co., Racine, Wise, will begin a five-week campaign start- 
ing 7 August for its farm implements (mostly tractors). Schedule 
calls for 10 spots a week in all rural markets. Agency: Western 
Advertising, Racine. Buyer: Charles Wright. 

Chun King Sales Co., Deluth, Minn., will run a campaign in more 
than the top 50 markets. This calls for flights of 4 weeks and 10 
weeks. Agency: BBDO, Minneapolis. Buyer: Betty Hitch. 


31 july 1961 


In fact, the powerful broadcast voice of Big Aggie 
spreads far beyond the WNAX 5-state area. In answer 
to a recent contest question, "What is the most un- 
usual place you have listened to WNAX-570?"'- Listen 
ers informed us that they had heard WNAX-570 in half 
of the states in the nation as well as some eight different 
foreign countries. 

Where do they listen? In tree tops and slaughter- 
houses, snake dens and dentist chairs, church belfries 
and delivery rooms, on flag poles and in caskets. 

WNAX-570 is their companion at work, at home and 
at play. 

A recent Area Pulse Survey conducted in Big Aggie 
Land's five state area showed Vi \ UC-570 to have almost 
three times as many listeners a- the nearest competitor. 
WNAX-570 is the magic carpel that delivers listeners 
and sells products in America's 40th Radio Market. 

See your representative for details and the complete 
Big Aggie Story. 



Peoples Broadcasting Corporation 

Sioux City, Iowa, Sioux Falls and Yankton, South Dakota 

Represented by Kati 


L ( WNAX Yankton. South Dakota 
Kf - KVTV Sioux City. Iowa 
■* . WGAR Cleveland. Ohio 
'■L S WRFD Columbus-Worthington. Ohio 
W -• r WTTM Trenton. New Jersey 

WMMN Fairmont. West Virginia 

the one 
and only 
for use 
by the 
tv buyer 


a terrific ad-buy 



Commercial commentary {Cont. from P . u 

but they also lead us into fuzzy, muddle-headed thinking about oui 
own role in American society. 

If we want to understand clearly our position as television men, 
radio men, advertising men, newspaper, or magazine men, we must 
first understand the characteristics and significance of our Ameri- 
can system of mass media. 

Here in this country the term has a very specialized meaning. 
Mass media for us are not merely methods of communication. They 
are communications channels which are 1) free, 2) privately owned 
and operated, 3) competitive, both internally and with each other, 
4) largely (as in the case of magazines and newspapers) or totally 
(as with radio and tv) supported by advertising. 

Every one of these points is important. And, as Harry Harding 
says, they are completely inter-related. 

Out of such a surprising structure (I doubt if anyone could have 
pre-planned it ! ) the American people have received a greater treas- 
ure of news, information, entertainment and enlightenment — and at 
less cost — than any other people in history have ever known. 

And this is a fact which can be quickly and easily documented. 

A priceless national asset 

Once we recognize these things, once we begin to realize that our 
American system of free, competitive, advertiser-supported mass 
media is a priceless national asset, we can begin to get a proper 
perspective both on ourselves and on our critics. 

In the first place, every one of us in every phase of commercial 
radio, tv, newspaper, or magazine work, and everyone concerned 
with advertising in these media, can take pride in our profession. 

In the second place, we can speedily spot the false premises and 
phoney logic on which fully 60% of the hostile criticism directed 
against us is based. 

Take the recent hue and cry, "the government should do some- 
thing about tv programing." 

The strongest argument against this viewpoint is not that such a 
course would be "censorship" or even that it would violate the free 
speech provision of the first amendment. 

The real clincher is the fact that during nearly 200 years, Amer- 
ica's free, privately owned, commercially financed mass media have 
demonstrated an overwhelming creative superiority to any other 

Or take those who yammer and yowl about "too many commer- 
cials" on radio and tv. Fully three quarters of them fail to under- 
stand that advertising is an integral part of every mass medium, and 
that the sanest kind of regulation on the amount of advertising is the 
buyer-seller relationship of a competitive commercial business. 

Or take some of our more prominent Washington eggheads. If 
you were starting out today to draft a law that aimed to protect, 
preserve, and promote our immensely valuable system of free com- 
mercial broadcasting, do you think you'd come up with the Com- 
munications Act of 1934? 

Do you think you'd come up with the FCC, as now constituted? 

Frankly, I don't. And I'm becoming firmly convinced that we 
ought to start raising hell about it. 

Why shouldn't America have a law and a commission designed to 
stimulate the growth of one of our greatest national assets? ^ 


31 july 1961 


{Continued from page 30) 

(and fresher — but dull, dreary, and 
dismal when the time comes to tell 
of the merchandising miracles that 
have been wrought! This indictment 
stands whether you advertise on ra- 
ifdio or in newspapers — in magazines 
or in television — billboards or mile 
high spectaculars on Broadway." 

Buck said most supermarketers 
grab readership for their newspaper 
ads by screaming: "Holv Mackerel 
f . . are WE CHEAP!" "By the time 
the lady gets to your ad, that sounds 
like an echo," Buck sighed, "because 
she's read the same thing in five 
jother ads on the five previous pages. 
If that's the way to get readership 
for an ad — a lot of blue-ribbon ad- 
vertisers haven't learned it yet." 

Though supermarket men stream- 
lined the food distribution system 
into the world's most efficient and, 
as Buck put it, taken a pork chop 
that came from a pig, "slicked it, 
tricked it, and dressed it till it looks 
like the Hope diamond ... in your 
ads you keep it a secret." 

What can broadcasters do to de- 

rive more revenue from supermar- 
kets across the land.'' Buck's reply: 
"Radio is 30 years late, television 
10 years late, in fashioning the 
broadcasting tools to meet the pro- 
motional needs of the supermarket. 
Those super stores are really price- 
cutting jungles. Contained within 
those huge wind tunnels, which to- 
day display more than 15,000 differ- 
ent items, are the color and glory 
and fascination which make a lady 
feel exalted. And none of this is re- 
flected in a 10-second announcement 
which offers soap powder at a cut- 
price. Women find their big adven- 
ture of the day in these magnificent 
wonderlands. Perhaps it will take 
color television to do the job. May- 
be that's the way to capture the full 
excitement of these modern-day ba- 
zaars. With the impact of color, the 
television industry should be able to 
rip the supermarket from its long- 
time reliance upon print and open 
up a rich mine of new business for 
tv stations." 

Martin L. Smith, partner in the 
Smith/Greenland advertising agency, 
which has a flock of food clients, 
many of whom make large use of 

radio-tv facilities, is also critical of 
supermarket chains and their co-op 
advertisements. Last week, Smith 
said that the field was wide open for 
the supermarket chain that would 
use its advertising dollars to build a 
successful personality and to add its 
authority to that of the nationally- 
advertised brands. 

Mincing few words, Smith lashed 
out at the supermarket operator, 
calling him merely a "landlord" who 
makes "shelf space available to prod- 
ucts which can meet its turnover re- 
quirements, and selling additional 
space in his ads for 'tombstone' list- 
ings of brand names and prices." 

Smith said the images created by 
supermarkets was indeed bad when 
compared "with the brilliant images 
projected by department stores." 

"These great stores receive tre- 
mendous amounts of cooperative ad- 
vertising from national manufactur- 
ers, just as food chains do," Smith 
pointed out. "Some of the finest 
copywriters I have ever met work for 
department stores. They not only 
present products to their customers 
with dramatic, appealing advertising 
strategies, they also manage to pro- 


Channel 8 delivers a rich, 
busy 28 county area that in- 
cludes The Tampa-St. Peters- 
burg Metropolitan Market 
— Florida's 2nd and the 
nation's 28th Retail Sales 

Ckamd O 


"Challenge" created by YVFLA-TV is a continuing series of docu- 
mentaries in dimension focusing on ordinary people in extraordinary 

pursuits — from the issue of Discrimination to Education; from Beauty 
Queens to Population Explosion; from Harbor to Highroad. Its pur- 
pose: to interpret to the community we serve the many activities that 
serve the community. 

The response of the public has been tremendous — and immensel] 
satisfying to us. And "Challenge" is only one of hundreds of docu- 
mentary public interest programs produced on this station and 
applauded by the public. 

"Challenge" is available to advertisers — another reason to spot your 
product or service on WFLA-TV. Hates and information on request 




31 JULY 1961 


ject an image of their stores that 
give them importance in their mar- 
kets. With deference to the chain 
advertising managers who have a 
tough job to do, most of them are 
too often little more than talented 
clerks. Clerks who get the prices 
from the meat department for the 
big "specials," then figure out how 
much cooperative money is available 
Trom the various manufacturers, and 
'make up an ad' that seems designed 
to look as much as possible like 
every other ad in the paper that day. 
Selling copy? None. Image? None." 

Smith complained the supermar- 
kets then proceed to bill out dozens, 
sometimes hundreds of manufactur- 
ers for their cooperative funds. Then 
they start to work on next week's ad, 
which looks exactly the same as this 
week's ad except for the 'tombstones' 
that will have different names. 

Smith asked such questions: which 
will be the first major food chain to 
develop and project a friendly image 
of economy and service in its ads? 
Which will be the first chain to use 
its cooperative dollars to SELL the 
marvelous products in its stores, 
rather than merely give them shelf 
space and 'tombstone' listings. 

Smith's answer: "In our opinion 

this supermarket chain will in a very 

short time swing thousands of new 

shoppers through its electric eye 

oors. ^ 


{Continued from page 35) 

In the case of Schwerin, adver- 
tisers come knocking more often 
than agencies. Generally, a Schwerin 
spokesman said, the tests are made 
as an evaluation of the agency's work. 

Schwerin feels advertisers devote 
too much time and effort to the num- 
ber of viewers in question, too little 
to the effect of the commercial on 
the viewer. 

Schwerin has lately been experi- 
menting with the storyboard test. 
There is a limit, Schwerin points out, 
to how simple a rough can get and 
still give predictable results. 

The roughs are cost cutting, 
though, in pre-testing. For instance, 
money can be saved by using 16 mm 
rather than 35 mm film; using simple 
effects; leaving out opticals and dis- 
solves, and using less expensive tal- 

Among the clients most active in 
pre-testing at Schwerin are Alberto- 
Culver, AT&T, Armour, Campbell 

Soup, Lever Bros., Miles Labs, Sun- 
beam, and Toni. 

A Schwerin session goes as fol- 
lows: After an orientation by the 
test director, audience members fill 
out detailed questionnaires, giving 
standard characteristics and factors 
related to the products being stud- 
ied. They then view a film of a tv 
show, their reactions being taken at 
intervals throughout. 

Schwerin has a basic list of client 
problems which pretty well covers 
why agencies or advertisers employ 
this type of research. 

Some of the problems are: 

• Which commercial should be 
put on the air? 

• Which is best motivating copy 

• Which presenter should be cho- 
sen for the product? 

• What is the best length for the 

• Can two products be advertised 
in the same commercial? 

One of the most unique methods 
of testing commercials is employed 
by Marketing Impact Research. This 
method consists of a portable pro- 
jecting machine which is brought 
into a prospective respondent's home 
by an interviewer. The machine will 
show an eight to 15 minute film into 
which the commercials in question 
have been integrated. 

The machine rewinds itself as it 
runs and, after completing a show- 
ing, is automatically ready for the 

Marketing Impact's researchers 
usually spend between 30 and 40 
minutes with each respondent, with 
an interview prior to the showing, 
and another interview and discus- 
sion afterwards. 

The types of measures attained 
through this method are varied. 
Mainly recall of content, and com- 
prehension are measured. 

The method is just mechanics, 
MIR's vice president Richard Brehl 
reminded SPONSOR. A vast range of 
questioning is possible and every 
study, designed specifically to the 
clients needs, may contain different 
areas of probing. 

MIR and Daniel Starch Associates 
use, as one method of pre-testing 
commercials, the limited market cut- 
in. This is effective for a network 
advertiser who can cut-in on several 
of his network stations with a new 
tape or kinescope commercial, while 

continuing with the old one on the 
rest of the network. 

This is considered the most nat- 
ural situation for testing. However, 
in some instances, viewers are tele- 
phoned before the show and asked to I 
watch it. They are then called back 
within a few hour after the telecast 
for the interview. Although they 
are not told why they are being 
asked to view, there is some feeling 
that asking them to view the show 
alters the naturalness of the situation. 

In other instances, calls may be i 
made prior to viewing time to ask 
what show the person intends to 
watch. If he gives the name of the 
program in question he is called 
back after the show. He has still 
made his own choice, and time is I 
saved in reaching viewers within a 
reasonable time immediately after 
the program. 

TV Surveys Inc., a division of | 
Audits and Surveys Co., also does a 
24-hour telephone aided recall study 
on commercial effectiveness. The 
sample size is usually 200 — 100 of 
each sex. 

Each report contains recall by 
brand name both aided and unaided; 
total recall; overall viewer apprais- 
al of commercial; probed responses 
to what was said and shown in com- 
mercial, reported verbatim; probed 
responses to what main ideas or 
feelings the advertiser was trying to 
get across, reported verbatim. 

And, which points recalled were 
of most interest to the viewer, also 
verbatim; all of these divided into 
"prospects" and "non-prospects" and 
finally a storyboard of off-the-tube 
pictures taken every four seconds and 
the related audio. 

Gallup & Robinson is another ad- 
vocate of the telephone interview on 
a 24 hour basis. "The reason for 
interviewing 20-24 hours after the 
program appears is to get the best 
measurement of depth of impres- 

_ 55 


Among the information reported 
by Gallup and Robinson: 

• How many people know who 
sponsors the program? 

• How many people can recall 
accurately the products advertised on 
the program? 

• The percentage of people who 
can prove that they saw a particular 
commercial by describing it accu- 

• What ideas about products, the 



31 july 1961 

kompany or industry viewers take 
[away from a particular commercial. 

• Did the commercials on last 
night's program make a strong case 
or interest the audience in buying 
the product or looking into it further? 

G&R also does on the air pre-tests 
via cut-ins. Preferred cities for cut- 
ins, on a sample basis, are Atlanta. 
Cincinnati, Philadelphia, and Provi- 
dence. There are 15 other G&R cities 
from which to choose. 

G&R has a research laboratory 
at Hopewell, N. J., the "Mirror of 
|America," at which pre-testing of 
commercials is also conducted. 

For delayed recall tests, audiences 
pre invited to attend a "program" at 
fthe Mirror. They are shown a half- 
hour program, into which has been 
spliced the test commercial together 
fwith a control commercial. (The 
control commercial is one which has 
peen tested several times under nor- 
mal viewing conditions on the air). 

At the end of the show respondents 
pre given self-administered question- 
mires containing questions about the 
show, and are asked to give their 
biames. addresses and telephone num- 
bers. The next day they are tele- 

phoned and given a normal commer- 
cial impact interview. 

Daniel Starch & Associates, a re- 
search outfit identified in the main 
with print, has a commercial testing 
service which delves into strictly 
qualitative areas. 'We are not after 
an effectiveness score, we want to 
know what the message means to the 
viewers. Our respondents are urged 
to express themselves in terms of 
positive and personal reactions," a 
Starch spokesman said. 

Starch interviewing is done by 
phone. Calls are made only for the 
first hour after the commercials. 
Starch has about 30 areas through- 
out the countrv from which its sam- 
ples can be drawn. A usual tv com- 
mercial test, however, usually makes 
use of about six markets. The sam- 
ple is usually around 200 responses. 

For pre-testing. Starch uses the 
cut-in method. 

Starch estimates about 60% of its 
orders come from advertisers, 40% 
from agencies. 

In addition to the stress of "what 
the commercial means to the viewer" 
the Starch reports also fill out with 
quantitative data. They supply per- 

centages of viewers who have seen 
each commercial; a sponsor identifi- 
cation figure, and a recall of the 
commercial figure. 

Starch will also supply verbatim 
transcripts of responses and com- 
ments made 1>\ individuals. ^ 


{Continued from paiie 39) 
The Sound Story with Dallas Town- 
send; Its New with Harry Reasoner; 
The Week in Space, with Larry Le- 
sueur: Time to Travel will) Ned Cal- 
mer; Selling America with Peter Ka- 
lischer and, beginning next week, 
these additions: To Your Health with 
Douglas Edwards; This Week in Busi- 
ness with Harry Reasoner; European 
Diary with Daniel Schorr; In New 
York with Kenneth Banghart; and At 
Your Leisure with Bill Leonard. 

The Sunday Dimension feature 
availabilities on: Science Beat, with 
Ron Cochran; The Moscow Scene 
with Marvin Kalb; Follou-lp with 
Richard Hottelet; Special from Lon- 
don with Alexander Kendrick; Head- 
liner with Douglas Edwards; and 
White House Correspondent with 
George Herman. 

jfnnouncinq . • • 

MR.30HNC.Ml3LL^ iNC 

P^ DLY ^° U S SrHAsSw^ DED 

canbeseenonKBI KC 




SPONSOR • 31 JULY 1961 


(All the CBS programs are heard 
on the full CBS Radio network of 
204 stations, as of 21 July, except 
the Carol Burnett-Richard Hayes 
Show where clearance has not yet 
been completed (so far, approx. 95% 
cleared) and the New York Philhar- 
monic which does not begin until 
late September). 

ABC still has some availabilities 
on its popular Flair and Breakfast 
Club programs although the shows 
already boast heavy sponsorship. 

Breakfast Club has signed up Tidy 
House, General Foods, Sylvania, the 
Sheep Council, Staley, Magla Prod- 
ucts, Ex-Lax, Air Way Sanitizer, 
Curtis Publications, Food Special- 
ties, and Bristol Myers. 

The Flair lineup looks like this: 
Redbook, Pepsi-Cola, Curtis Publi- 
cations, Jack Honig (wearing ap- 
parel) and Dr. Pepper (soft drinks). 

There's still time available on 
ABC's Weekday News (slotted every 
hour from 7:55 a.m. through 10:55 
p.m.) although the following adver- 
tisers are already signed up: Bristol- 
Myers, Pharmaco, R. J. Reynolds, 
Wynn Oil, A.T.&T., Dodge, Carling 
Beer and Ale, Mogen David Wines, 
Pepsi-Cola, Curtis Publications, and 
Foster Milburn. 

Weekend News is also available 
(already signed: P. Lorillard (Kent), 
7-Up, Wynn Oil and A.T.&.T.). 

Other programs still being offered: 
Howard Cosell — Speaking of Sports 
(signed: Carling, Jayman-Ruby, Men- 
nen) : Paul Harvey News (signed: 
Hastings Manufacturing, Bankers 
Life, Mennen, Midas Muffler; News 
Around the World (signed: Reyn- 
olds, Foster, Milburn) ; John Camer- 
on Swayze and the Weather (signed: 
Lennox Industries) ; Weekend Sports 
(signed: General Motors). 

ABC's top sports events are also 
on the availability list: Army-Navy 
Game, Orange Bowl Game, All 
Service football, scheduled to begin 
the last Saturday in September; the 
Sunday national professional foot- 
ball schedule, starting date, approx. 
24 October (no set fee available for 
this schedule as yet) ; and the New 
Years Day game. 

(Some ABC clearances: Flair, 
83%; Breakfast Club, 94%; Week- 
end News, 89%; Weekday News, 

Mutual's fall lineup of sports also 
makes available the Saturday All- 
Service games and Sunday National 

Football League schedule. The 
Army-Navy game is being offered at 
a package price of $30,000 (for de- 
tails, see SPONSORSCOPE item, 
page 21, 24 July). 

Also open to offers is Mutual's 18 
per day, five-minute newscasts. 

At NBC, there are still availabili- 
ties on Emphasis (Standard Brands 
has already bought into this and 
others are pending) ; on Monitor 
(DuPont textile division has bought 
spots for the Labor Day weekend — 
for details, see SPONSORSCOPE 
item page 22, 24 July issue) ; on 
News of the World (this is a Monday 
through Friday five minute segment 
slotted from 7:30 to 7:45 p.m.). 

On NBC's sports menu, there is 
half sponsorship available on the 
Pro - Championship football game 
schedule (about late December start- 
ing date) . One-half has already been 
picked off by the Savings and Loan 

Also available on NBC are the 
Sunday lineup of religious shows. 
They include Billy Graham, The Lu- 
theran Hour, Voice of Prophecy, Bi- 
ble Study Hour. They're half-hour 
sesments. ^ 


(Continued from page 42) 

We also can look forward to fur- 
ther simplification in the physical 
format of rate cards, with discounts 
offered more on a times-per-week, 
rather than annual frequency basis. 

Martin Beck, our assistant sales 
manager, looking over my shoulder, 
wants me to add that sometime, some 
courageous radio broadcaster will 
come right out and say it — "Because 
of the big jump in radio listening in 
the summer, we're increasing our 
rates proportionately during the sum- 
mer months." He's got a point! 

Ben Holmes, v.p. in charge of radio, 
Edward Petry & Co., Inc., New York 
Among the major market stations 
there will probably be some addition- 
al rate increases, particularly in drive 
time. But, looking broadly at the in- 
dustry, the next six months will reveal 
no discernible rate trends. 

With no intention of using this 
forum as an opportunity to puff into 
our own horn, I must say I'm proud 
of the stations we represent for set- 
ting sensible rates and sticking to 
them. I am equally respectful of all 
operators who refuse to negotiate 

their industry into oblivion. So much 
for the industry in general. As to the 
specifics of our list, last year we 
raised rates on 12 of 24 of our radio 
stations. Already this year we have 
raised five and there will be more. 
These increases have been dictated 
by the respect the stations have for 
radio in general and for their own 
stations in particular. 

If I may be permitted to go be- 
yond six months, I would then haz- 
ard a guess that there will be a gen- 

There may be 
a general 
upward trend 
by the middle 
of next year, 
I would guess 

eral upward trend by the middle of 
next year. The many pressures being 
exerted that dictate reduced commer- 
cial capacities will force many sta- 
tions to require more income per unit 
sold. For some stations this will not 
result in new rates, but a more sen- 
sible adherence to their present cards. 

Even though difficulties in clearing 
morning and afternoon drive time 
will bring about some increases, 
there will be more advertisers who 
will discover that they can do very 
well with other periods. Already 
much business is extending to week- 
ends, which takes pressure off the 
traditional Monday through Friday 
drive periods. We are also finding 
(in larger markets in particular) , that 
nighttime has many buyers who aug- 
ment drive schedules with after dark 
strips that not only reach substantial 
audiences but reduce the unit costs of 
their daylight announcements. Per- 
haps these modest trends will devel- 
op before the drive problem pushes 
up rates. 

Permit me to conclude by offering 
my best advice on rates: 

a. Advertisers generally won't buy 
a poor station no matter how inex- 
pensive it is. If they buy you, there 
is a good reason. Maybe you are un- 
derestimating yourself. 

b. Advertisers are looking for re- 
sults. They will pay reasonable prices 
for good stations, just as they will 
pay reasonable prices for their raw 

c. You should be the best judge of 
your product. If you're proud of it, 
price it and sell it accordingly. ^ 



31 july 1961 

"Warner's 'Films of the 50's' help us 



k mmm 


SayS Mai Klein Vice President, 
General Manager, KHJ-TV, Los Angeles, California 

"This summer, the Seven Arts feature films are producing high 
ratings you'd be proud to get in the fall! These powerful attrac- 
tions have given us what we needed to hold a lead in a town 
where leads are traditionally hard to hold. 

"We're using Warner's 'Films of the 50's' on our 'Theatre 9', 
right smack in the middle of Los Angeles' Sunday night prime 
time. The show was sold out before we started, and you can 
see from the ratings what these Warner pictures are doing for 
our participating advertisers." 


Warner's films of the 50's 
Money makers of the 60's 


Four Sundays, June 11, 18, July 2,9, 7:30-10:15 p.m. 

Average Share 
KHJ-TV showing Springfield Rifle, Hondo, 
Rebel Without a Cause, The High and the Mighty 36% 











Motion Pictures — "Gigot", starring Jackie Gleason. now shooting in Paris... 

Gene Kelly directing . . . 

Theatre— "Gone with the Wind" in preparation... 

Television — Distribution of films for TV.. Warners "Films of the 50's"... 

Literary Properties— "Romancero" by Jacques Deval... 

Real Estate— The Riviera of the Caribbean. Grand Bahama, in construction . . . 

NEW YORK: 270 Park Avenue YUkon 61717 

CHICAGO: 8922-D N. La Crosse, Skokie. III. ORchard 4-5105 
DALLAS: 5641 Charlestown Drive ADams 9-2855 

BEVERLY HILLS: 232 So. Reeves Drive GRanite 6 1564 

For list of TV stations programming Warner Bros. "Films of 
the 50's" see Third Cover SRDS (Spot TV Rates and Data) 


1 lb. Lump Crabmeat 
1 lb. Cooked Shrimp 

1 lb. Cooked Lobster Meat 
Vi cup Chopped Shallots 

Vi tup Chopped Mushrooms 
V 2 lb. Butter 

2 cups White Wine 
1 cup Cream 

4 Egg Yolks 
Favorite Pancake Recipe 

Saute' shellfish ingredients with % 
lb. butter for five minutes. Saute' 
shallots and mushrooms with % 
lb. of butter until shallots are soft, 
then add white wine and cook 
for five minutes. Add to this mix- 
ture cream and cook until simmer. 
Remove from fire and add egg 
yolks. Flambe-baste shellfish mix- 
ture with cognac and combine y /i 
of shallots and mushroom sauce. 
Prepare 12 crepes (use favorite 
pancake recipe and thin slightly) 
and fill each with shellfish mix- 
ture, roll, and serve at once cov- 
ered with remaining sauce. Superb 
serving for six. 

Prepared at Masson's Beach House by Chef de Cuisine Ernest Masson 

WWL-TV. . . new New Orleans Favorite 

A delightful new favorite in New Orleans is the ANN ELLIOTT SHOW. Ann is a woman's 
woman, who knows exactly what the important buying female segment wants to see and 
hear. The ANN ELLIOTT SHOW is full of variety, programmed at a time most con- 
venient for the greatest number of New Orleans homemakers. Weekday mornings at 9:30 
almost every housewife is enjoying the sparkling package of entertainment presented by 

Ann showcases the latest in styles, make-up ideas, chic coiffeur. The tastiest recipes are 
prepared. Shortcuts to easier housekeeping are discussed. Interviews with visiting person- 
alities are part of this New Orleans Favorite. 

Giving Ann a helping hand is New Orleans' popular man-about-town HENRY DUPRE. 

Be sure to zero in your sales message 
on the purse strings of New Orleans: 
those ever-lovin' homemakers and 

P.S. Ann Elliott returns each eve- 
ning, by popular demand, to present 
the most complete weathercast in 
New Orleans. 



Represented Nationally by Katz 



31 july 1961 

31 JULY 1961 

Cojrliht INI 



What's happening in U. S. Government 
that affects sponsors, agencies, stations 


The clear channel stations are following the same path as the daytimers in ap- 
pealing to Congress over the heads of the FCC: the result appears to be the same 
in both cases — negative. ffifyjlMili'i 

The daytimers want uniform 6 a.m. -6 p.m. hours in all seasons of the year. It appears 
now that they are about to get their first and final ringing "no" from Congress after sev- 
eral years without any answer. 

The clear channel stations are just beginning to fight their own particular battle against 
the placing of new radio stations on their frequencies. The FCC has a proceeding in 
progress which nobody doubts will result in just that. Hence the appeal to Congress. 

The clears, by the way, joined the other full-time radio stations in opposing the request 
of the daytimers. 

Ray Livesay of WLBH, Mattoon, 111., who has spearheaded the daytimers in 
their losing pleas to the FCC and in their battles for Congressional action, got some 
rough treatment at the recent hearings. 

He had always before had a respectful audience of Congressmen and Senators, and even 
considerable sympathy. However, never anything remotely like action. 

Now, Rep. Morgan Moulder (D., Mo.), chairman of the Commerce Communications sub- 
committee, is pressing for a verdict. An advocate of the daytimers' position, he nevertheless 
predicts his subcommittee will vote against them. He has said he will take the battle to 
the full Committee, but there is no real expectation of a reversal there. 

That this will actually kill off the daytimer move for longer operating hours would be too 
much to say. Hope does spring eternal. But there will be no further hope. 

The clear channels are also having troubles, but from a different direction. Where 
the daytimers wanted action the FCC was unwilling to take, the clears want Congress to 
stop an FCC action. 

They succeeded in having four bills introduced in Congress, one to order the FCC not 
to go through with duplication on the clear channels, and the other three to permit super- 
powers as well as keeping the channels clear. ,-• , -, 

This turned out not to be a show of strength, but of weakness. Only one of the 
bills bore the name of a member of either Commerce Committee, which has jurisdiction (Ben- 
nett — R., Mich., in the House). Two Senators joined in the introduction of one bill, two others 
expressed agreement with it, and one other expressed doubts about the FCC proposal, while 
admitting he was no expert on the complicated matter. 

In other words, it was five Senators out of 100 at the best, and three Congressmen out of 
437, with one Senate bill and three in the House. It looked very grim, indeed, for the clear 
channel stations. Especially since the FCC appears pretty well determined to go through 
with duplication. 

It appears that both the FCC and the FTC plan to go forward with a build-up 
in their radio/tv monitoring activities. 

{Please turn to page 57) 


31 JULY 1961 



Significant news, trends in 

• Film • Syndication 

• Tape • Commercials 


31 JULY 1961 There's no sign of a summer dip at Ziv-UA lately from the way sales are pro- 

copyrioht i96i ceeding on two new shows: Ripcord is up to a hundred markets and King of Dia- 

sponsor monds reports 171. 

Ripcord was bought by Lincoln Income Life (Fred R. Becker) on WHAS-TV, Louis- 
ville (alternating there with B&W) ; KWTV, Oklahoma City, and WKY-TV, Lexington, while 
Savannah Sugar (Wyatt) added WSB-TV, Atlanta; WITN, Greenville, and WSJS-TV, 

i ate 

King of Diamonds reports that Jax, Fels, and Kroger, have filled in many altern 
weeks on their regional buys. In addition, seven more sponsors and ten new stations pur 
chased the series. 

Jax (DCS&S) added KGNC-TV, Amarillo, and WAFB-TV, Baton Rouge; Fels (Aitkin 
Kynett) added WXEX-TV, Richmond; WBRE-TV, Wilkes-Barre, and WNEM-TV, Saginaw, 
and Kroger (Campbell-Mithun) listed KSLA-TV, Shreveport; WJW-TV, Cleveland, and 
WFMJ-TV, Youngstown. 

New sponsors are Acme Building on WTOK-TV, Meridian; R. I. Zeigler (Parker) ; G. D. 
Reddick on WFMY, Greensboro; DuKane Supply (Feldman and Kahn) on WIIC, Pittsburgh; 
Stag Beer on WTVP, Decatur; International Harvester on KFDC, Cheyenne, and Streitman 
Biscuit on WTVM-TV, Columbus. 

(For details on station sales, see FILM WRAP-UP, p. 65.) 

Some cartoon shows that can be shown either as segments or as complete 
half hours are bringing up a lot of sales impasses requiring great tact. 

The question centers around how many runs the station will get. 

When sold in an unlimited use library deal, this is no problem, but where an advertiser 
brings in the show as a sponsored half-hour, some stations are clamoring for gratis re- 
runs as though they'd bought the segments themselves. 

It's taking the utmost in diplomacy for the distributors involved to say no. 

Keep your eye on GAC, which is mobilizing for greater tv efforts. 

Don W. Sharpe has become president and senior executive officer of GAC-TV and Her- 
man Rush is now senior v.p. in charge of tv sales, headquartering in New York. 

A special sales unit, Fountainhead International, has been set up by Wolper 
Sterling Productions to handle regional-syndicated specials, mostly in the hour 
long category. 

Inventory at first will comprise Race for Space and Man in Space (first used by Shulton 
and Tidewater Oil) plus Biography of a Rookie and Rafer Johnson Story (shown already by 
Schaefer beer in the East). 

Incidentally, Wolper-Sterling's Legend of Rudolph Valentino is now taking the market 
by -market route for Peter Pan and its Hollywood : the Golden Years special is going on 
NBC TV for P&G. 

56 SPONSOR • 31 JULY 1961 

FILM -SCOPE continued 

The first show that will he brought out by TEC (Television Enterprises Cor- 
poration) is Mahalia Jackson Sings. 

There'll be 78 programs; TEC is headed up by Harold Goldman. 

ABC Films' Consult Dr. Brothers is now up to 42 markets. 

Latest seven sales are KPTV, Portland; KOB-TV, Albuquerque; WGAL-TV, Lancaster; 
KXLY-TV, Spokane; KTAR-TV, Phoenix; KMJ-TV, Fresno, and KGUN-TV, Tucson. 

Filmways is building up for greater efforts in tv program production. 

John N. Calley has joined the film producer as v.p. in charge of program development, a 
newly created post. Calley comes from Ted Bates, where he was tv programing v.p. 

Besides domestic tv programs, Calley 's role will embrace international production and 
also feature-length motion pictures. 

Seven Arts has signed seven more stations for its Films of the '50's. 

KING-TV, Seattle, took both Volume I and II of the Warner's group. 

Other sales were: Volume I to KGAL-TV, Lancaster; KTBC-TV, Austin, and KRGV, Wes- 
laco, and Volume II to KGW-TV, Portland; KREM-TV, Spokane, and KOGO-TV, San Diego 
(all three previously took Volume I) . 

Telestudios (now part of MGM) has set up what it calls the first location base 
for the taping of tv commercials. 

Equipment is kept at New Hope, Pa., and one-camera shooting using "A-B composite" 
style editing keeps production costs down to package price of $4,900 a day. 

This gives 10 hours, seven of which are camera hours, and is good for an average of 
two 60-second commercials a day. 

Advertiser's who've already tried it are Kellogg (Burnett), Whisk (BBDO) and Tex- 
aco (C&W) ; next is Gallo (Carlo Vinti). 


(Continued from page 55) 

This is a point on which even many of the Congressmen and Senators who were most 
vocal in criticizing the industry are nevertheless quite touchy. Sen. Warren Magnuson (D., 
Wash.) , chairman of the Senate Commerce Committee, it might be remembered, even attempted 
last year to stop the activity on the grounds of at least a near-approach to censorship. 

The situation seems to be that Congressmen are unwilling to go on record as flat- 
ly forbidding the practice, even though they aren't happy about it. While trying to 
vote as little by way of funds as possible, they haven't cut off money for the purpose and have 
left the way open for shift of funds within the agencies. Both agencies are now firmly set 
on doing as much as they can. 

Both agencies are also well along on their money requests for the next fiscal year, which 
doesn't begin until 1 July, 1962. And it is reliably reported that both are planning to ask 
Congress for more money for monitoring activities than is available this year, even with some 
juggling of funds. 

The FCC last week dropped the other Florida revocation shoot: Involved was 
the 1956 grant of channel 7 to the Biscayne Television Corp. and one of the indus- 
try's outstanding citizens, Niles Trammel, as head of Biscayne. 

Channel 7's new occupant in Miami is Sunbeam Television Corp.. with a license limited to 
four months. Biscayne's given time to litigate the action, if it chooses. 

sponsor • 31 JULY 1961 57 

A round-up of trade talk, 
trends and tips for admen 


31 JULY 1961 One of the Colgate agencies is apparently bent on raiding P&G agencies for 

copyrioht i96i manpower that have worked on that account. 

sponsor It's already nabbed two from DFS, which, incidentally, in turn nabbed a pair away 

publications inc. from Compton, something it isn't supposed to do. 

For years, there's been an unwritten rule that members of the P&G clan of agencies 
don't wean away people from one another. 

The rumor, as reported in 24 July SPONSOR HEARS, about ABC TV having 
spinoff plans for its program operations was termed totally without foundation ^ 
the network's top management. 

The quote : "Our present programing setup is doing fine. In fact, it must have the opposi- 
tion worried for them to spread rumors about it. ABC is happy with its tv program! 
executive staff and is keeping it as it is." 


Some of the major reps may be interested to know that there's grousing among 
their salesmen about the heightened practice of having to turn in voluminous sales 

Their complaint: this "report happy" trend takes up so much time that they can't 

make as many pitches in depth as they'd like. 

Cracked one salesman: "We're now turning in reports on reports." 

The rep's side: These detailed reports of calls and sales not consummated are handy 

things to have around to show stations of the efforts being made in their behalf. 


One of the big tragedies of the tv business is when a top management man dis- 
covers his brilliance and drive has served its purpose and he is in the middle of an 
executive suite squeeze. 

It's on the verge of happening again — the object of an unqualified success in several re- 
spects. His weaknesses: not developing executive strength in depth and not keeping 
overhead from running out of hand. 

Tv reps are somewhat miffed at one of the tactics being used by Wermen & Schorr in 
requesting availabilities for the Bayuk spot campaign schedules for the fall. 

The gripe : a W&S timebuyer's suggestion that the five plan rate be granted for three spots 
a week. 

Bayuk has switched its strategy for 1961-62 away from network sports — its expenditure 
on that score in 1960 was $5 million — to spot tv exclusively. 

You'll find now some of the astutest students of tv, particularly on matters of 
coverage and beefing up sales support, at Campbell Soup these days. 

And that goes for even the oldtimers, who by traditions have been enamoured with 
the four-color ads in the magazines and supps. 

Their prime background may be merchandising, but they're right there on the ball 
when it comes to selecting markets and specific stations. They can talk as glibly about 
signal overlapping as the case sales of tomato vs. chicken soup. 

With all this intensity about tv, Campbell has a penchant for getting upset whenever any- 
thing about its thinking or planning for the medium gets into print. 

58 SPONSOR • 31 JULY 1961 

y^ f ^ 

NOT EVERY MAN 'S A KING in the up-and-coming KSLA-TV area . . . but 

>st of the folks live like it. From their gleaming offices in sparkling new glass-and-steel skyscrapers 

their smart air-conditioned suburban homes, they live it up . . . and love it! The big majority of them 

^ innk to KSLA-TV for news they believe . . . programs thpv ct, 
figures) look t KS and parsons . ^.about.he nl^^.^a, home (o 






31 july L961 




HAY THERE! To emphasize its western days promotion campaign, KRAK, Sacramento, set up 
its broadcasting studio right in the middle of the bustling thoroughfare of the Town and 
Country Village Shopping Center. Here, announcer George Miller is shown holding the fort 


Heinz (Maxon) has renewed its 
daytime schedule on NBC TV. 

The dimensions : four quarter-hours 
a week. Expenditure: around $3 


J. B. Williams (Parkson) will 
run a $5-million campaign for its re- 
cently acquired Universal product 

lines. The schedule so far includes 
a total of eight tv shows each week. 

Bayuk Cigars ( Wermen & Schorr) 
will use radio and tv spots in a sum- 
mer-fall campaign being launched 
mid- July for Phillies. It will go into 
over 200 markets. 

White Rose Tea (Al Paul Lefton) 
will expand a summer radio and tv 
campaign with spots of one-minute 
and 10-second I.D.'s. 

Willys will introduce a new Jeep 
model with a series of 13 home movie 
type commercials starring Jack Paai 
and Hugh Downs. The new model 

FARMS AROUND THE WORLD. When WLW, Cincinnati, sa- 
luted the International Farm Youth Exchange, I July, everyone came 
in costumes of their nation or where they visited. L to r, Nil Kantha 
Hadikari, Nepal; Allen Damschroder, Germany; Finola Keating, S. 
Ireland; Annie Mayes, N. Ireland; P. Mendel, Indianapolis (Nica- 
ragua); A. Lemar, Moscow, O. (Philippines); B. Twaragowslci, Cin- 
cinnati (Burma); F. Kapp, O. and D. De Weese, Piqua, O. (Pakistan) 

A REASON TO SMILE. Ol' Deputy Dawg's just cinched a renewal 
with L. Hall, vp. in charge of mkting and adv., L. W. Lay & Co., 
Atlanta. The CBS Films Inc. series is on for 2nd year in 46 SE markets 


vill he featured on the NBC TV Paar 

Continental Wax is running a 

billion dollar campaign for Cool 
hgic with 100 spot-a-week pushes. 

[ Chun King is entering a market- 
>\ -market saturation program of 
ioadcast advertising. The current 
base extends coverage to 33 markets 

Lith 40 to 75 spots per week. 

General Mills (BBDO) will intro- 
uce a new Wild Blueberry pancake 
ii\ on the West coast this month 

lith radio and tv commercials. 

i Julian Freirioh Company (Ben 
!. Bliss) is running an I.D. spot cam- 

I aiirn for its Ready-Cooked tongue, 
ia \\ NBC-TV, New York. 

ie\* quarters: The advertising de- 
artment of Interstate Bakeries 

ill be transferred to the general 
Iffices of the company in Kansas City 
[n 1 September. The new address 

ill be: 12 East Armour Blvd. 


Carlson to assistant advertising man- 
ager, Reddi-Wip . . . Adolph J. 
Toigo, president of L&N, and Al- 
fred J. Seaman, president of 
SSC&B, were appointed vice chair- 
men for the committees of the board 
for the 4As . . . S. Warner Paeh, 
president of the Paper Mate Compa- 
nies, was made a v.p. of the Gillette 
Company . . . Cecil E. Summers to 
sales manager, R. J. Reynolds. 


A survey of 72 network affiliates 
by Gumbinner brought some 
news as to their stationbreak 

Here's some of the facts revealed: 

• None of the stations plans a de- 
crease in rates to adjust for dilution 
of the effectiveness of the commer- 

• All stations except one stated 
that a 30-second chain break will not 
preempt a 20-second spot. Six sta- 
tions will preempt 10-second an- 

nouncementa for 20-second Bpots. 

• In the 40-second break p< 
32 stations replied thai i mid 

permit onlj two commercials i it 
two 20's, <>i a 20, a 10, and th< 
maining 10 seconds for a time/weath- 
er Hews capsule, a public service an- 
nouncemenl or station promotion. 
Twenty stations said they would use 
a combination of a 30 and a 10. The 
few \vb<> said thej would accept a 40 
said the cost would be double the 
20 rate. 

The majority of accounts at 
Cohen & Aleshire and nineteen 
of its personnel will join Dona- 
hue & Coe on 1 August. 

Some of the personnel involved 
are: Harry B. Cohen, Sr.. chairman 
of the board at C&A; Ed Aleshire, 
Frank Brady, and Harry B. Cohen. 

A few of the accounts moving over 
are: Grove laboratories for 4-way 
Cold Tablets and Fitch hair tonic and 
shampoo; Amstel beer; Kiwi shoe 

HERRY FESTIVAL QUEEN for the Michigan National Cherry 
|}estival, LuEllen Benson and Les Biederman, pres. of the Paul Bunyan 
|etwork, WPBN-TV, Traverse City, and WTOM-TV, Cheyboygan, 
tich. were greeted on arrival at the New York airport by Jackie da 
fosta of Ted Bates and Elisabeth Beckjorden, head of the station rep 
of the same name. Miss Beckiorden is the rep for the network 

I GOOD LOOKER. To help with its "Good Looking" promotion 
leme, WSJS-TV, Winston Salem, has been using the beauty queens 
om surrounding schools, Miss N. C, and Miss Winston Salem 





«^ «*. 





WINNERS of eighth annual public service awards given by WWLP- 
TV, Springfield, Mass., (I to r) M. J. Ryan, Jr., D.A. of Hampden & 
Berkshire, Col. W. C. Lewis, USAF, Chicopee Mayor E. Lysek, W. M. 
Conner, mgr., Bradley Field, Conn., C. H. Cluley, budget dir., L. 
Lewis, v.p. Joint Civic Agencies, J. M. Turnbull, dir. Ind. sales and 
are dev., WWLP-TV pres. W. P. Putnam, c, v.p J. H. Gerguson, r 

FOR SECOND consecutive year WIIC-TV, Pittsburgh, won the 
award for tv public service to A.F. Maj. D. J. Miller, comm., recruit- 
ing detachment, gave it to R. A. Mortenson, exec. v. p., Channel I I 

polish; Dormin; Acno-Tabs; and 
Lydia E. Pinkham Medicine Co. 

Don W. Sharpe has become 
senior executive officer and pres- 
ident of GAC-TV, and Herman 
Rush senior v. p. in charge of 
television sales, with headquar- 
ters in New York. 

GAC, a wholly owned subsidiary 
of the Baldwin-Montrose Chemical 
Co., recently made a deal to represent 
the Desilu tv properties. 

Mergers: Carl Lawson Advertis- 
ing, Kansas City, will merge with 
the Biddle Company Kansas City 
office as of 1 August . . . Winius- 
Brandon, St. Louis, joined with 
Selders-Jones-Covington Adver- 
tising with headquarters in St. Louis, 
effective 1 July. 

Agency appointments: Taft Broad- 
casting to Farson, Nuff & North- 
lich, Cincinnati . . . Univis to Hume, 
Smith, Mickelberry, Miami . . . 
Cadbury-Fry, Ltd., New York, to 
Guild, Bascom & Bonfigli . . . The 
Arthur Murray School of Dancing to 
Lambert & Feasley . . . Senior's 



North Carolina's 
Grade A World 

Only one station provides Grade A 
Coverage of this 33 county audi- 
ence — the big heartland of the 
state's rich industrialized Pied- 
mont market. 



Represented by 

Peters, Griffin, 
Woodward, Inc. 



restaurant, New York, to Miller . . . 
E. F. MacDonald Stamp Company, 
Dayton, to D'Arcy, New York. 

Account resignation: Fawcett 
Publications will terminate its re- 
lationship with C. J. LaRoche 15 

rence S. Reynolds, Frank P. Mc- 
Donald and Peter T. McLean to 

broadcast buyers, DCS&S . . . 
Charles H. Newbrand elected 
treasurer, FC&B . . . John L. Gray- 
hurst to account executive, Lambert 
& Feasley from the same position at 
Donahue & Coe . . . Anson C. 
Lowitz to v.p. and group manager 
for the Lehn & Fink account at 
F&S&R . . . Marshall H. Ward, Jr., 
to account executive for Lysol at 
GMM&B from product at Colgate- 
Palmolive . . . Alice Moseley to 
v.p. and associate creative director, 
Mc-E. from copy supervisor, same 
agency . . . Martin Smith to direc- 
tor of radio-tv department, Anderson- 
McConnell Advertising, Hollywood, 
from Gardner, St. Louis . . . Wil- 
liam Ohle to account executive at 
Leo Burnett from NL&B . . . Austin 
H. Gedney, Jr. to account super- 
visor, Lambert & Feasley, from ac- 
count executive, same agency. 

Named : Frederic Lyman 
Horton has been named v.p. at Nor- 
man, Craig & Kummel . . . Robert 
Goldsmith and Gail Raphael to in charge of copy at Gumbinner. 


(as of 1 July) 
AM: 3,602 
FM: 889 
TV: 543 

Sold: KTUL, Tulsa, Oklahoma, to 
Raymond Ruff and Charles A. Sam- 
mons from the John T. Griffin group. 
Price: $450,000. Brokered by Hamil- 
ton-Landis, Washington, D. C. . . . 
WBNY, Buffalo, N. Y., to the Mc- 
Lendon Corporation of Dallas from 
R. Peter Straus. The price: $650,- 
000 .. . KLEO, Wichita, Kansas, 
and KQEO, Albuquerque, N. M., in 
separate transactions to Swamco 
Broadcasting from Dandy Broadcast- 
ing. The prices: for KLEO, $365,- 

000; for KQEO, $333,000. Brokei 
by Blackburn & Company, Washii 
ton, D. C. . . . WEOA, Evansvi 
Ind., to J. B. Fuqua, of Augusta, 


In an address to the radio indi! 
try, Dale Moore threw out tl, 
challenge to stop being secoij 
class in the advertising comm, 
nity and find out how to motiva 
radio buys. 

Moore, president and general ma, 
ager of Western Broadcasting, sal 
this while speaking to the 1961 co 
vention of the Idaho Broadcaste j 
Association and added that radio st ; 
tions are mistaken if they think th< 
don't have to fight their own battle 

The NAB announced that it is n 
ducing its eight fall conferenct 
from two-day to one-day affair 
This action was taken for two rei 
sons: First, this would make it poi 
sible for a larger number of bus 
broadcasters to attend. Secondly, : 
was felt that a better job could b 
done if the work was more concer, 

RTES legislative committee ap 
points Sam J. Slate, v.p. and gen 
eral manager WCBS radio, a 

The purpose of this committee is ti 
keep membership informed of legis 
lation which might affect broadcast 
ing or advertising at all levels. 

Thisa 'n' data: The Georgia As I 
sociation of Broadcasters hai 

criticized NAB president LeRoy Co! 
lins for his plan to terminate thf 
annual Voice of Democracy contesl 
and the GAB has made plans to con ] 
duct its own state-wide "Voice" con 

TV Stations | 

Ideas at work: 

• WWL-TV, New Orleans, has 
Ann Elliot putting her daily half hour 
show under water for two weeks. 
She's giving her fans lessons in Scuba 
diving, in an especially designed tank. 

• KUTV, Salt Lake City, pre- 1 
viewed their fall programing at their i 
annual Advertiser's Party. In one ofl 
the studios, converted to look like a 
ball park, the fall line-up was pre- 



31 july 1961 

nted while a mobile unit served 

xe wrong letter: In the 24 Julv 
5RAP-UP there was a picture show- 
K the new and old owners of a 
|s Moines station. The call letters 
s mid have been KIOA, and not 

Daniels, Jr., to assistant general 
es manager. KNXT, L.A.. and the 
IS TV Pacific Network . . . James 
Prater to director of promotion 
*1 publicity for the Gray Network 
. Peter A. Whipple to business 
nager, WNEW-TV, New York . . . 
[iniel B. Burke to general man- 
I t. W-TEN TV. Albany . . . 
darles G. Pogan to program di- 
i to] for all Capital Cities Tv sta- 
tus and William J. Lewis to di- 
r tor of sdles for the same group . . . 
Jlin P. O'Neil to sales promotion 
lartment of WNAC-TV and 
flfAC, Boston . . . George H. 
Iigers, Jr., to national sales man- 
Bit. and Donald E. Hardin to na- 
linal sales service manager, both at 
|KRC-TV. Cincinnati. 

Infos: WILX-TV, Jackson. Mich.. 
Is the recipient of a special plaque 
precognition of its outstanding serv- 
ii to the United States Air Force 
. . WSB-TV, Atlanta. Ga.. recipient 
I a certificate of appreciation from 
Hanta Javcees and the U.S. Jaycees 
f( its efforts to promote National 
P'lfare . . . Ed Gegensehaltz, v. p.. 
ill his firm. First Federal Savings 
In Loan Assoc. Miami, were hon- 
Ifd bv Florida Broadcasters for a 
Irsonal contribution to broadcast 
L'ertising in South Florida. 

Cheat sales: WTVN-TV, Colum- 
ns. Ohio, has sold half hour bowling 
Ibws to the Kroger Company. They 
f' scheduled five days a week. 

5cial note: Norfolk-Tidewater 
r stations presented a film on the 
p)wth of their area to guests repre- 
liting 18 top New York ad agencies. 

Radio Stations 

' happened to CBS in connec- 
tn with its Orson Wells- Attack 
»>m Mars broadcast back in the 
i30's, K-BLU, Yuma, learned 

that listeners can take a program 
very literally. 

Without am prior warning Roar- 
ing Twenties music was aired in place 
of the usual top forty format and 
newscasts about a fatal shooting that 
took place on 17 Jul\ 1929 were 

Both the Sheriff's office and the 
station's switchboard were flooded 
with calls, with the inquirers under 
the impression that events had just 

RAB published a 40-page book- 
let, this week, compiled of data 
on the status of radio. 

The reference-book, called "Radio 
Facts Pocket-Piece," reviews the sta- 
tistics of radio's growth as an infor- 
mation, entertainment, and advertis- 
ing medium. 

Ideas at work: 

WONE, Dayton, Ohio, placed sev- 
eral "Mystery Radios" in business 
places around the Dayton area and 
listeners were asked to inquire 
Avherever they saw a radio, if it was 
a WONE Mystery Radio. The first 
person to ask that question won the 
radio — if the answer was yes. 

WERE, Cleveland, developed an 
automatic telephone sales service in 
conjunction with Ohio Bell Telephone 
and the Higbee Company. The serv- 
ice offers 24-hour merchandising and 
sales of a retail store to anyone dial- 
ing a certain number \ ia tape and 
taped answering service. Higbee is 
selling a record album 24-hours a 
day, seven days a week. 

ert M. (Bob) Storer, youngest of 
four sons of George B. Storer. will 
join the sales staff of KGBS, (Storer 
Radio), L.A. . . . Charles King to 
v.p. in charge of sales, WNTA-Radio, 
Newark. N. J., from director of sales 
for NTA Film . . . James McDon- 
ough to the sales staff of WQAM, 
Miami . . . John R. Fischer, Jr., 
to account executive, WGKA (AM- 
FM), Atlanta, Ga. . . . Gene S. Ball 
to promotion manager, KLZ, Denver 
. . . Martin Ross to station man- 
ager. W I'll:. Albany, N. Y., and 
Vnthony Rocco to general Bales 
manager, same station. 

Happy anniversary: KGBS, L. \.. 

celebrated it- lir-t on 28 June. The 

-talion, formerly known as KPOP, is 
in the Storer group. 

Kudos: K-BOX, Balaban station in 
Dallas, was given the quarterly award 
for the "best radio news coverage in 
the greater Dallas-Fort Worth area" 
h\ The Press Club of Dallas Founda- 

Offbeat sales: WXYZ, Detroit, has 
created a new feature Teen Bulle- 
tin Board, sponsored by Coca-Cola, 
which concentrates on news of inter- 
est to the area's young people with 
emphasis on recreational activities as 
well as news of recommended shows 
and cultural exhibits. 

Happy birthday: WRC radio will 
celebrate its 38 years of broadcasting 
1 August. To mark the occasion the 
station will feature special music and 

Here's a case of the shoe being 
on the other foot: For years, 
newspaper and magazine pub- 
lishers have been getting into 
broadcasting as a sideline. 

But WFMT, Chicago's fm outlet, is 
branching out into publishing on a 
large scale. WFMT. already publish- 
ers of a 25.000 paid circulation pro- 
gram and fine arts guide, is launch- 

The station expects this magazine 
not only to increase enthusiasm of 
present listener-subscribers, but at- 
tract new readers. But chiefly, the 
size. <"»'•_. \ 11". will be a more at- 
tractive advertising medium. PER- 
SPECTIVE, aimed at a long-hair au- 
dience, will exceed 50.000 in its first 
print run. 

The NAB surveyed fm radio 
members and found that a total 
of 79 stations will be airing 
stereophonic fm programs by the 
end of this year and 178 by the 
end of 1962. 

(>|.\ of the 600 fm stations mem- 
bers queried gave the following re- 
sult*: 185 stations said tbev plan to 
begin stereo broadcasting: 140 re- 
ported they have no such plans: 'V2 
stations had made no decision; 24 
use fm am stereo with no indication 
of fm-only planned. 


31 july 1961 


AB-PT announced the election of 
two officers, Martin Brown and 
Michael P. Boland, both at ABC. 

Martin Brown has been made v.p. 
and treasurer while Michael P. Bo- 
land was voted a v.p. in charge of 
financial controls. 


Chauncey, KOOL-TV, Phoenix, 
Ariz., and Tom Baker, WLAC-TV, 
Nashville, have been elected chairman 

and secretary, respectively, of the 
CBS Television Network Affiliates 
Advisory Board . . . Wilbur M. 
Fromm to director, new business 
and promotion, NBC Spot Sales and 
Alfred Ordover to manager, re- 
search, NBC Spot Sales . . . Peter 
M. Affe to station manager, WNBC- 
TV, New York, from manager of 
daytime program operations, NBC TV. 

New affiliate: KODA, new radio 
station in Houston, Tex., signed as 
an affiliate of ABC . . . WGTC, 

" I used 
KAKC as 
out basic 
Tulsa Station 
and sales 
began to 
omnight. " 

And it's no wonder. Survey after survey (including 
Hooper and Pulse) prove KAKC First in Tulsa by 
more than twice the audience of any other Tulsa 
station and it's been that way for over four years. 
And, when you consider that Tulsa is the "Oil Capi- 
tol of the World" and bank deposits are higher than 
ever before, it means there is plenty of money in 
Tulsa to buy your products. 

So, when it comes to radio in Tulsa you just can't 
overlook KAKC. 

Howdy, I'm K. A. Casey . . . here to offer you 
the best all 'round radio "buy" in Tulsa. Why 
not call your Adam Young representative and see 
for yourself. 



PuMc HaafoC*p. 









Greenville, N. C, has signed an a| 
filiation with CBS Radio . . . KUA 
San Jose, Cal., and WRVM, Roche 
ter, N. Y.. go to MBS. 

Thisa 'n' data: Third quarter sab 
figures released by ABC Radio poii 
to a possible increase of one-thii 
over the same period last year. 



Avery-Knodel has leased teli 
phone lines in order to give ilj 
salesmen direct dialing to repn 
sented stations. 

The new service, referred to 21 
Wide Area Telephone Service, wi] 
give agency buyers up-to-the-minul 
availabilities and quick confirmatio 
of schedules. 

Bernard P. Pearse has announce 
the formation of his own re 
firm, Pearse Sales, effective 1 Ai 

The new firm, located in Detroi 
will represent the full list of Wee 1 
radio and television properties an( 
selected stations not in conflict wit 

Pearse has been manager c 
Weed's Detroit office for the past li 

Robert E. Eastman Co.'s boar 
of directors just held an officers 

Those elected or continuing in o 
fice are: Robert E. Eastman, pres' 
dent; Richard C. Arbuckle, execi' 
tive v.p.; Joseph P. Cuff, nation; 1 
sales manager; George G. Dubinet; 
v.p.; Francis L. Boyle, secretary'! 
Jacob C. Heilpern, treasurer. 

Rep appointments: WMOU (AMI 
FM), Berlin, N. H., to Foster am 
Creed, Boston, for New England . .n 
KSBK. Okinawa, has re-appointd 1 
Pan American Broadcasting . . 
WPTR, Albany, N. Y., to Daren F 
MeGavren . . . WWSR, St. Albans 
Vt.. and WSNO. Barre, Vt., to Breei 
& Ward, New York . . . WHNB-TV 
Hartford, Conn., to Kettell-Carte 
for New England. 

bur M. Fromm to director, neV 
business and promotion, NBC Spo 
Sales and Alfred Ordover to re 
search manager, same firm . . . Wil 


31 july 196 1 

km J. Hendricks to manager, 
!<: TV National Station Sales, De- 
tut office . . . Ralph H. Daniels, 
Q., to assistant general sales man- 
ler, KNXT, L.A., from CBS Tele- 
\ ion Stations National Sales and 
I chard Beesemeyer from the same 
Isition at KNXT to manager, ABC 
■levision Spot Sales, L.A. . . . 
darles J. Windhorst to New York 
i -ales staffer at Katz from account 
. ■■iiitive at Compton . . . Wendell 
Iirmelee to sales manager, Detroit 
c ice of Broadcast Time Sales . . . 
Jhn P. Duffy and Joseph V. Dev- 
|i to New York radio sales staffers 
aPetry . . . Frank G. Boehm, pro- 
ntion manager for the past five 
\ ITS at Adam Young, is resigning 
tof 31 July. 

r^w office: For joe and Company 

m opened a new Kansas City salts 
■ e at 208 Nichols Road. 


AHed Artists is gearing up for 
Itavier tv efforts. 

Ipdward Morey has been made 
Ibsident of AATV, an Allied Ar- 
cs subsidiary that used to be called 
jjerstate Tv. 

Another AATV election is that of 
I Ik it B. Morin. He has been made 
I. and general sales manager, and 
■ails on AATV expansion will be 
luiing from him shortly. 

AtC Films continues to show un- 
Bual growth with the company's 
Lmestic syndicated sales for the 
fcst half of 1961 already at 
15% of all of 1960. 
[the first two quarters of 1961 
i linst a similar period of a year ago 
Iwed a gain of 269.2%. 

■gander to v.p. and director of 
; . », PGL Productions, from nation- 
Bales director at Animation Center 
Harvey Bernhard to business 
kinistrator, Wolper Productions 
I . Edward Morey to president of 
Bed Artists Television Corp., from 
I and director of Allied Artists 
rtures . . . Jack Rhodes to cen- 
I «li\ ision sales manager for ITC. 
ii in district sales manager for the 
Ktral division, ITC . . . Al Lanken, 
■them representative for Official 
■ns, was on the Eastern Urlines 

plane that was highjacked b\ a Cas- 
tro gunman last week. 

New markets: ZIV-1 \'s Ripcord 

added these markets: \\ KY-TV . Lex- 
ington; WSYR, Syracuse; \\ KJG, 
Fort Wayne . . . added to the list 
for King of Diamonds were: KGO, 
San Francisco; WSAR, Providence; 
W VICT, Memphis; WINK, Ft. Myers, 
Fla.; KHSL, Chico-Redding, Cal.; 
KOLO, Reno; KOIN, Lincoln, Neb.; 
WEHT, Evansville, Neb.; WTVH, 
Peoria; and WSFA. Montgomery, 

WSYR-TV, Syracuse, N. Y., is 
programing a daily Tv Summer 
School as an on-the-air class- 
room, complete with students 
and blackboard. 

The six-week course, featuring the 
Madison Project for teaching mathe- 
matics, is seen Monday through Fri- 
day at 9:30 a.m., concluding 1 Sep- 

This is the first of its kind in the 
history of Central New York. 

WSAZ-TV, Huntington, W. Va., 
has a program for the physically 
handicapped devoted to helping 
them find employment. 

The weekly includes guests who 
are handicapped persons and their 
vocational rehabilitation counselors. 

This is a different turn to the idea 
usually used for such programs, and 
it is hoped that other stations will 
take an interest in doing the same. 

Public service in action: KOIL 
and KICM-FM, Omaha. Neb., are 
giving a boost to Omaha's Recreation 
Department 1>\ devoting five sports- 

caste a da) to news of parks and rec- 
reation in the area ... WVO\. New 
Rochelle, V i .. gave time to I )i . Her- 
bert C. Clish, superintendent of New 
Rochelle schools, in order that h< 
might speak about the positive 
pects of the school programs. I he 
schools there have been under attack 
of late for a color-white problem . . . 
The Advertising Council has dis- 
patched a special kit to a list of 
radio/tv directors of farm-audience 
programs to aid the stations in their 
search for men with farm skills, need- 
ed urgently by the Peace Corps. 

Ham H. Coney has been appointed 

director of public affairs for k 1 1 \ II 
and KHVH-TV, Honolulu, in order 
that the station can answer the needs 
of that communitv in depth. 

Northwestern University in Chi- 
cago will run a National Sym- 
posium on Freedom and Respon- 
sibility in Broadcasting 3-4 Au- 

The two-day event — bringing to- 
gether 20 leading figures in govern- 
ment, communications, and law— is 
sponsored by the Northwestern School 
of Law. 

Speakers will include Newton Mi- 
novv. LeRov Collins. John W. Guider. 
president of WMTW I \M-FM T\ |, 
Poland Springs, Maine, and Clair R. 
McColloiiidi. board chairman of the 
NAB and general manager of the 
Steinman stations in Lancaster. Pa. 

Other trade dates: 6-8 August, 
Georgia Association of Broad- 
casters for its annual convention at 
St. Simon's Island, Ga. ^ 



How can I be sure my TV 
prints are of proper television 

Let BONDED procure the 
prints and check the quality 
before shipping the spots to 
the stations. 




A Division of 


5 >NSOR 

31 july 1961 



Frank P. Fogarty* s seven-point creed was delivered to the] 
Henry Monsky Lodge of the B'nai B'rith, Omaha, on his acA 
ceptance of an Americanism Citation Award from that organul 
zation. Only a small group heard the speech, but it aroused ire- 
mendous interest among businessmen with the result that Mere-] 
dith Broadcasting Company, of which Mr. Fogarty is executive I 
vice president, was deluged for copies locally. Copies of the full j 
speech can be obtained by writing Meredith WOW, Inc., Oma- 
ha, of which Mr. Fogarty is vice president and general manager. ' 
He is also Chairman of the Board of Radio Advertising Bureau. \ 



We believe that business should earn a 
profit, and that it should wear its profits 
proudly. Too long have we permitted 
short-sighted critics to point the finger of 
shame at profits, as something to be 
schemed, bargained and taxed out of ex- 

We believe that business should be more 
eloquent and evangelistic in explaining and 
defending the profit system, otherwise 
known as free enterprise. We have failed 
to convince the people that out of profits 
must come the money to make jobs, to pro- 
mote philanthropy, to support the govern- 
ment, and to finance the growth of the 
country. We have erected what we fondly 
hope are adequate defenses for the physi- 
cal targets of the Communists, but we have 
failed to provide for the defense of their 
ultimate targets, our profit system, our de- 
mocracy and our faith in God. 


We believe that a business should be deep- 
ly integrated into the community it serves, 
so that it will know the needs, desires and 
problems of that community. 


We believe that a business should accept 
its full share of responsibility for the 
things that make a community a better 
place in which to work and live. Concrete- 
ly, this means that a business should inter- 
est itself in schools, churches, hospitals, 
parks,, museums, settlement houses, health 
and welfare organizations, old people's 
homes, and nurseries, among other institu- 
tions. . . . 

We believe that a business should be a 
good citizen in the formal or political sense 
of the word. It should of course pay its just 
share of taxes fully and promptly. Over 
and above that, it should take an interest 



31 july 1961 


in government and encourage its employ- 
ees, customers and associates to do so. 
Business should support city planning and 
foster soundly conceived public works, 
looking upon them, not as a burden, but as 
an investment. 


We believe that business should sweep 
broad horizons in its thinking, that busi- 
ness should be accurately informed about 
and emotionally involved in the problems 
that confront the United States, both in so- 
called normal times, such as you and I 
have seldom experienced in our lives, and 
also in these days of cold war and hot 
peace. We believe business should con- 
tribute to the nation its full share of think- 
ing and leadership. We think business 
should speak out more frequently, more 
clearly, more bravely. 



We believe that a business should con- 
tribute to the economic health of its com- 
munity. It should work vigorously for a 
political climate in which business can 
prosper, thereby broadening the base for 
taxation, creating jobs and developing op- 
portunity for the young. Business should 
lay out the welcome mat for other busi- 
nesses, even though of the same type. 

shortest distance 
between buyer and seller 


31 july 1961 



takes the 
work out 
of tv 


a terrific ad-buy 




Allen S. Klein will head up the expandei 
Pacific coast operation of Pulse. The ej; 
pansion will include full-scale research wit 
its own production facilities. Klein ha 
been national sales director for the 2(j 
year-old audience and research firm sine 
1958. He has been, in this capacity, « 
ordinator of activities between New Yor 
and Los Angeles since Pulse opened tha 
office. His work at Pulse has included, prior to his most recen 
assignment, client relations, market research, and productior 

Alan Henry has been made general man- 
ager of KWK, St. Louis. He had been 
general manager of WCKR, Miami, where, 
under his tutelage, the station emerged as 
one of the top news stations of the south, 
earning three news awards. Henry's other 
radio experience include KXEL, Waterloo, 
Iowa, as v.p. and general manager; WNHC, 
New Haven, Conn., as general manager. 

His advent into the St. Louis scene has created great interest in thai 
area. He is married, father of two children, and is 31 years okl 

Ruth Supiro has been named to head tek 
vision research for Blair Television Assc 
ciates. She joined Blair in 1958 as researc. 1 
assistant. Previously she had been o:J 
the media research staff of N. W. Ayer. Ii 
her new post she will continue to report tl 
W. Ward Dorrell, v.p. and director of al 
broadcast research. Miss Supiro special 
ized in social studies and economics aj 
New York University and graduated with an M.A. degree, afte 
which she did statistical analysis for several congressional committees 

Charles King, has been appointed v.p. in 
charge of sales for WNTA (AM-FM), 
Newark, N. J. He is a former director of 
sales for the NTA Film Network. Prior to 
his new post at WNTA, he was general 
manager of Arrow Productions, a division 
of Independent Television. King was presi- 
dent of Charles King Productions, his own 
firm, producing such shows as Newsweek 
Periscope and Second Honeymoon. He is also a former directo 
of program sales for MBS and was with the Gardner Agent) 


31 july 196 

frank talk to buyers of 
air media facilities 

The seller's viewpoint 

\he "personal sell" in the rep field, its ingredients and importance, gets a 
uorough going-over by this week's seller, Jack Thompson, v.p. of the newly- 
prmed Advertising Time Sales. He asserts that the personal sell, which is 
me area which never will be replaced by automation, calls for a thorough 
knowledge of every facet of a station s operation. This is best accomplished 
>y salesmen ivith "limited lists of carefully selected stations and markets," 
'ccording to Thompson. He emphasizes the need to start selling long before 
he call for availabilities. "Sell your stations as if you yourself owned 
xem" recommends Thompson. 

There is no substitute for the "personal sell' 

Automation appears to be the key-word in today's in- 
istrial and business world. Machines replace the man. 
owever, there is one indisputable factor in our particu- 
r business that cannot be, although it sometimes is, 
■ erlooked. The technique of the "Personal Sell" will 
*ver be replaced by data processing. Personalized sell- 
g must be an established habit in the station represen- 
tion field. 

There is much more to a sale than just numbers. The 
'presentative salesman must know his product. He must 
low the many facets that make up his station. He must 
i thoroughly familiar with every phase of the operation 
: is selling. Whether he is selling Cleveland or Elephant's 
reath, Wyoming (thanks, Joe), there are always new and 
^rtinent facts that can aid his sale. 

Timebuyers work with hundreds of markets. A good 
presentative must see to it that he educates his buyers 
[id account people on his markets and stations as com- 
cltl\ as possible. The salesman who has a long list of 
ations to sell is at a disadvantage in this respect. Limited 
-Is of carefully selected stations and markets afford op- 
>rtunity for repeated calls to "hammer home" the impor- 
nt facts and plus factors again and again. The salesman 
lling such a selected, limited list has the time to become 
miliar with his stations; he can get to know them from 
wer to control board, 

from sales manager to air per- 

Personalized contacts should be maintained at all levels 
from the estimator and agency secretary to the account 
executives and clients. Knowing the people you are deal- 
ing with plus knowing your own properties are the two 
most important assets for a representative salesman. 

The call for avails is not the sole time for selling. The 
salesman should utilize his time during the so-called quiet 
periods (infrequent in our business) to fill in his agency 
contacts with the latest facts and figures on his markets, 
his stations, and the special facilities available at his com- 
pany to give added service to the agencies. The salesman 
always has something to sell. A good thing to remember 
is that there is no room for complacency in this business. 
The "Fat Cat" poses an easy target! There is no time 
when the representative or station, for that matter, can sit 
hack and expect the money to roll in. 

Another vital consideration is that no request for avail- 
abilities is too small to be serviced. No request for in- 
formation on your station or market is too "far out'" to be 
answered. The representative firm has been hired by the 
station to do the best job possible for him. It is always 
a good idea to sell your stations as if you, yourself, owned 

\\ hen the call for availabilities comes in, the salesman 
must be brief, concise and complete. A good deal of his 
selling should have already been done. If he has waited 
for the availability call, he's too late. ^ 


31 july 1961 



Wanted: more "excitement" 

In recent conversations with advertisers and agency men 
we keep hearing more and more about the need for greater 
"excitement" in radio and tv. 

The word, as these men are using it, does not mean more 
action, more adventure, or more violence. 

By "excitement" they mean exciting new program con- 
cepts, imaginative new radio/tv treatments which can gener- 
ate enthusiasm and cause talk. 

And they are very, very serious in insisting that, to hold 
and build present advertising volume both branches of the 
air must come up with many more projects which have this 
"excitement" factor. 

Far more, they say, than networks and stations seem to be 
producing for the '61-'62 season. 

In sponsor's opinion these are significant, even disturbing 
comments. And we don't believe that the industry can afford 
to ignore them. 

Those who think of advertisers and agencies as mainly 
concerned with ratings, costs per thousand, and sales figures 
may be surprised by this pre-occupation with "excitement." 

But anyone who has followed the history of expenditures 
over the years knows that advertiser enthusiasm for a par- 
ticular medium is a potent factor in its success. 

And no amount of statistics on cost, circulation, CPMs, 
reach, ratings or efficiency can compensate for lost enthusi- 

Reading the signs of the times, sponsor believes that a 
greatly increased emphasis on programing by radio and tv 
broadcasters is an immediate and economic necessity. 

Recent developments in Washington, and elsewhere have 
focussed the attention of the industry on programing im- 
provements for social, legal, or public service reasons. 

But over and beyond the admonitions of Chairman Minow, 
or the complaints of critics and pressure groups — and actu- 
ally far more important— is a hard-headed dollars and cents 
reason for greater attention to programs. 

The men who pay the media's bills want more excitement on 
the air. We urge all networks and stations in both tv and 
radio to protect their business by bettering their shows. ^ 


Ulterior motive: John Stewart, ai 
personality at KDKA, Pittsburgh, r< 
cently was in a hospital for surgerj 
and received a lavish amount of atter 
tion. All day long, there would be 
steady flow of visits from doctors 
nurses, orderlies, and other Istaf 
members. He was rather flattered b 
it all u